Andy Powell // Creative Director
Strategising, art-directing, creative-directing writer of advertising, direct mail, digital, content and other zeitgeisty buzzwords.
Client: Restorative Justice Council
Project: Youth Awareness
Media: Content film, online seeding, facebook ads
Scope: Strategy, copywriting, art direction, creative direction
If you're male, aged between 16 and 25, and from a black or ethnic minority background, then you're more likely than most to be the victim of crime. So how do you engage in an audience that will instantly reject any voice of the establishment?
For the Restorative Justice Council, that's an issue. They're not directly connected the police force, but they sound like they are. So any approach had to come from voices they trust – enter Percelle Ascott, Joivan Wade and Mandip Gill; actors who don't just 'get' this demographic, they ARE the demographic. They're well-known and well-trusted. So, working with Fully Focussed Productions, we created the script for RWD/FWD – a powerful, gritty drama with an emotional twist.
Even with a tight media spend, the film has garnered over a quarter of a million views across youtube, vimeo and facebook, with over 3,000 likes, 1,300 shares and 350 comments.