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ShelterBox spot from JWT London
Posted by Eliza Williams, 15 April 2011, 12:58 Permalink Comments (6)
JWT London has created a new film for disaster relief charity ShelterBox, which sees the Japanese earthquake and tsunami replayed as a trailer for a Hollywood movie...
The film sees real footage from the recent catastrophe appear in the spot, which is constructed as a spoof of a trailer for a blockbuster disaster movie. Its point is simple: that it is easy in our 24-hour news age to watch events such as those in Japan unfold on our television screens without feeling the need to take action.
"Perhaps the events seem distant, or unreal, or, as this advert suggests, like a movie," says Kevin Masters, a creative on the spot. "The aim of this advert is to combat donor fatigue following major disasters. By supporting ShelterBox you can make a positive impact on a very real situation."
The spot will appear in cinemas across the UK for two weeks from April 22. It was created pro bono by JWT and the screenings in cinemas have all been donated free of charge to ShelterBox.
Credits:
Agency: JWT London
ECD: Russell Ramsey
Creative director: Jason Berry
Creatives: Miles Bingham, Kevin Masters
Prod co: Hogarth Worldwide/Transmission
Editor: Ben Matthews
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6 Comments
Glorifying the deaths of thousands of people in the form of a blockbuster trailer is a terrible waste of time, and quite horrible.
Surely the designers and creatives who thought this concept up have too much time on their hands - why couldn't they turn their skills to relief effort design instead of a few hours of After Effects.
Bad form.
2011-04-15 17:08:57
@ Jason Brown
You're missing the point completely there mate
A
2011-04-15 17:54:31
@Jason Brown, I totally agree with A, you're really missing the point.
thats one clever idea.. awesome (Y) chapeau bas
2011-04-16 11:09:20
It is bad form: "Donate the cost of a cinema ticket" suggests that we've taken pleasure from watching the footage and presenting it this way is cheap and wrong because the coverage at the time was actually very humanitarian across the board.
I'm sorry, but we didn't watch it like a movie and until now, no one presented it that way either. I get that raising the profile of donation is important, but there's a contradiction at the heart of the editing that very much makes the tag line feel, well, tagged on.
2011-04-19 11:07:23
I agree with Jason Brown and Sam. I'm sure this was not the desired affect, but the editing seems to glorify in events, rather than highlight human suffering, the personal stories. It doesn't tell me anything about Shelter Box. What impact will my donation have? Indeed, does making it seem like a big budget movie put potential donors off, making it seem too overwhelming, that an individual contribution can't make a difference?
2011-04-19 17:10:19
...a shame.
2011-04-19 21:30:42
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