Yorkshire Building Society, Pass It On by Steve Schofield

Honourable Mention – Advertising

In this campaign, photographer Steve Schofield was commissioned to illustrate the important role that parents and grandparents play in passing on ideas to children, whether that be hobbies or passions, or the importance of savings. “The agency wanted to create a sense of nostalgia, as well as togetherness, bonding, sharing and responsibility, to get that message across,” says Schofield.

In this image, a parent is shown sharing her love for wild swimming with her child. “I am very hands-on in my shoots,” he continues. “I like to be involved in the casting, location scouting and set design wherever possible, and with this one, I found a patch on the reservoir in Wembley and had greens brought in to make the surroundings feel more like a lake in the middle of nowhere.

“This image was one of a series of three I shot for the campaign. The others were of a girl being taught guitar by her grandfather, and one of a boy and his grandfather ­re-enacting civil war battles in their living room.”

Photographer: Steve Schofield
Agency: Red Brick Road
Client: Yorkshire Building Society
Campaign: Pass It On
Agency Producer: Amy Grady
Art Director: Ted Smith
Creative Directors: Richard Megson, Matt Davis
Wardrobe: Lucy Williams
Retouch: Curious Productions