ShelterBox spot from JWT London

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…

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

CR in print

Thanks for reading the CR Blog, but if you’re not reading us in print too, you’re missing out on a richer, deeper view of your world. Our April issue features our Top 20 logos of all time. You can buy it today by calling +44(0)207 292 3703. Better yet, subscribe to CR, save yourself almost a third and get Monograph for free plus a host of special deals from the CR Shop. Go on, treat yourself.

 

More from CR

Seven seconds on a station platform

Director Henry Cowling filmed out of the window of a moving train for the seven seconds it takes to pass through Ravenscourt Park station in London – the result is a one-take slow motion video for band SixToes

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency