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.
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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