Craft came onboard this project as part of the Fawnbrake collective, to help TV & Film Charity execute their first advertising campaign. During an early workshop it became clear that the centre of gravity for the campaign was in the wrong place.  The brief had originally been to reveal the results of a mental health survey the charity was conducting. Instead we realized the compelling part of the charity activity was not the results  - but rather that no one had ever thought to look into this issue before.

 

From this we were able to shift the focus of communications to create an epic film encouraging participation from across the Film & TV charity which garnered the support of Channel 4, ITV and was supported by Stephen Fry in Twitter.