Leo Burnett’s ‘Mass Construction’ For Charity Plan
Leo Burnett London has created a TV commercial for the development charity, Plan, which launches on CNN this month. The execution called “Mass Construction” is a 60 second TV commercial that will also appear in Cinema from August 23rd – GCSE Results day.
The commercial features an African school girl falling through the sky like a missile towards a poor African township. Her impact on the town creates a powerful shockwave that ripples out from her across the landscape. But rather than destroying, it constructs, building schools, hospitals and a thriving town around her.
Plan’s “Because I am a girl” core message recognises that girls are the key to solving world poverty. They have the power to free themselves and their communities from poverty with education and the right support.
For each year a girl stays in school her income rises by up to 20%. It means she can support herself, her family and invest her earnings back into her community, who’ll go on to do the same, generation after generation. She helps everyone, creating a virtuous circle where entire communities break the cycle of poverty.
Justin Tindall, Executive Creative Director at Leo Burnett Group, said “Poverty often feels like an insurmountable problem and because we don’t know where to start, we simply don’t. The fact that Plan know that girls are the best place to start is so simple and arresting that it demanded a narrative to make people really stop and think about the possibility.”
Leigh Daynes, Plan UK’s director of communications said, “We’re delighted to be working with Leo Burnett. This new ad campaign is central to raising awareness of the potential of girls to lift themselves, their families and whole communities out of poverty through education and the right support. Investing in girls’ education is the right and the smart thing to do.”
Gary Simmons, Client Service Director at Leo Burnett, said “Investing in girls and empowering them to choose their future could be the key to fighting poverty in developing countries and with over 700 million girls living in poverty the potential ripple effect of helping girls is enormous.”
Plan, registered charity number 276035, is a global children’s charity that works with children in the world’s poorest countries to help them build a better future. For 75 years Plan has been taking action and standing up for every child’s right to fulfil their potential.
Client: Imogen Wilson/ Leigh Daynes Plan UK
Creative agency: Leo Burnett
Copywriter: Laurie Smith
Art director: Steve Robertson
Creative Director: Justin Tindall (Dan Fisher/ Richard Brim)
Planner (creative agency): Josh Bullmore
Production Company: Partizan
Director: Kompost
Editor: Jonathan Casey
Post-production: Framestore
Audio post-production: Wave
Exposure: CNN & cinema
