THE SALVATION ARMY - COUCH PROJECT

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They brought a creative, sensitive approach to the project and worked extremely hard to bring it to life. They were able to recommend innovative ways to cut the costs of the filming, and supported the complex range of goals we had behind the campaign.

Kirrilee Trist. Marketing and Advertising Director, The Salvation Army.

the brief

Homelessness affects young people from all demographics. The ‘Couch’ project was created to raise awareness and valuable funds to support The Salvation Army programs that help homeless youth. We were excited to be involved in such a worthwhile project. The brief was to film a TVC which begins with an ordinary girl, asleep, seemingly safe in her bed. The story continues to reveal she is sleeping on a bench in the street and at risk.  This emotive TVC was designed to highlight the harsh reality of what some youths must face each night.

our approach

The client initially wanted to shoot this TVC as a single shot – a slow reveal. Translating the concept from page to screen we drew out the key emotional messages The Salvation Army wanted to communicate. From there we recommended a different course of action: a series of shots that we could control to create an emotional climax. Multiple angles opened up the awesome potential editing offers. We were able to delay the reveal in a way that held the audience’s attention and then quickly drive home the immediate need of homeless youth.

credits

Agency: Mezzanine Media

Director: Gavin Banks

Producer: Olivia Olley
Communications Manager: Kirrilee Trist

WINNER: BEST TV commercial (under $10,000), AVPA National awards, 2014

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