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Leo Burnett London's Adolescent Astronaut Fronts New NSPCC Rebrand

Creative 756 Add to collection

Knucklehead's Chris Hewitt directs this lovely new spot as part of the NSPCC's new campaign

Leo Burnett London's Adolescent Astronaut Fronts New NSPCC Rebrand

The NSPCC is launching a brand campaign, the first within their rebrand with the strapline, Every Childhood is Worth Fighting For.  

The campaign is inspired by childhood dreams and imagination and shows how the work the NSPCC do helps children rebuild their lives, giving them back a childhood full of hope and endless possibility. 

A film, created by Leo Burnett London, follows the story of a boy called Alfie who dreams of being an astronaut. The film takes place in his imagination, we see Alfie on a mission to the moon as he recounts in a voiceover how he and his mother experienced domestic violence and physical abuse, and the help they received of the NSPCC.  At the end of the film we see Alfie back in the real world, safe and looking forward to the future. The endline is “Your donation can take a child anywhere”.

This is the first big campaign under the charity’s new brand: ‘NSPCC. Every childhood is worth fighting for’ and is supported by social media activity with the hashtag #EveryChildhood.

The TV ad, called Alfie the Astronaut, was created by Matt Lee and Pete Heyes at Leo Burnett, directed by Chris Hewitt through Knucklehead and edited by Adam Marshall at Whitehouse Post. Media planning and buying was handled by OMD UK.

The 60 second film launches exclusively on Channel 4 during Educating Cardiff at 9.10pm on Tuesday, September 15th and will be introduced by Educating Yorkshire star Musharaf Asghar (aka Mushy) in a bespoke 10-second spot . Last year Mushy found a place in the heart of the nation as millions tuned in to watch him learn methods to overcome his often crippling stutter. Astronaut will also be available to watch on the NSPCC website 

The campaign follows an NSPCC survey, conducted by YouGov, which found that one in seven adults in the UK managed to achieve the job they dreamed about when they were children. More details about the results will be available at 

Supporting the TV advert will be a digital campaign targeting Mums across key sites, including the MailOnline, as well as social media activity across Facebook, Twitter and paid search. 

The campaign will be accompanied with a fundraising campaign focused on maximising the interest generated by Alfie’s message. A digital campaign will look to retarget those who have watched the Alfie film and shown an interest in the NSPCC with several different messages to encourage them to donate. 

Tessa Herbert, NSPCC head of marketing, said: “Childhood should be a time when we’re free to dream.  Abuse can destroy that – but it never should. The idea of Alfie came out of the fact that every child is born with hopes and dreams for the future. 

“We wanted to put our services at the heart of the story and tell people how the NSPCC helps children just like Alfie to recover from domestic and physical violence or other abuse.

“Rather than showing the abuse in a shocking way, we wanted the audience to live out Alfie’s uplifting dreams and layer this with the story of how the NSPCC helped him and his mum.”

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Music Production: Julianna Barwick

Post Production / VFX

CG Artist: Dean Robinson and Hendrik Freuer

Flame: Adam Watson

Nuke: Tane Welham

Post Production Company: Electric Theatre Collective

Producer: Therese Mayer, Fritzi Nicolaur

Telecine: Aubrey Woodiwiss

2D Lead: Taran Spear

Production Company

Director: Chris Hewitt

DOP: Chayse Irvin

Producer: Matthew Brown

Production Company: Knucklehead

Production Manager: Sarah Aranda-Garzon

Media Agency

Media Agency: OMD UK

Planner: Diane Alagar


Edit Assistant: Iain Whitewright

Edit Company: Whitehouse Post

Editor: Adam Marshall

Executive Producer: Lisa Kenrick

Producer: Antonia Porter

Creative Agency

Client Servicing: Sarah-Jayne Ljungstrom

Creative Agency: Leo Burnett London

Executive Creative Director: Justin Tindall

Planner: Kit Altin, Frances Gibbs

TV Producer: Hannah Boase

Creatives: Matt Lee & Pete Heyes

Genres: Storytelling

Categories: Charity, Corporate, Social and PSAs

Leo Burnett London, Tue, 15 Sep 2015 09:31:46 GMT