Fri, 20 Apr 2018 10:47:41 GMT
The emotive one-minute spot shows the responses of British Red Cross volunteers as they help members of the public in moments of crisis.
In line with British Red Cross’s motto ‘every crisis is personal’, the advert shows a range of circumstances that its volunteers respond to - from giving emergency CPR on a street, providing humanitarian aid, to home care.
In each scene, volunteers are depicted as illuminating the lives of those in need as amber-coloured lights shine from their chests. The inspiring moments play out to the sound of an uplifting score, composed by Eclectic.
Simon Elms, Founder of Eclectic, comments: “We were tasked with creating a piece of music that grew in positivity with each act of kindness that is seen on screen. The biggest challenge we faced was creating something uplifting and empowering without overpowering the sound effects and the voice over or distracting from the visual. Composer Stuart Hancock has found the perfect balance, keeping the instrumentation stripped back while still being able to build on every delicate interaction we see throughout the ad.”
The campaign is now live.view more - Creative
Music Company: Eclectic
Composer: Stuart Hancock
Sound Design: 750
Post Production Company: The Mill
Advertiser: British Red Cross
Production Company: MJZ
Producer: Fraser Lawson
Creative Agency: Creature
Agency Production: Kate Taylor
Account Managers: Angus Campbell Golding
Creatives: Josh Dando and Steven Dodd
Strategy: Andrew Gibson
Director: Rocky Morton