Director Ringan Ledwidge, BBH London and The Mill have come together once again this time to create a powerful new TV spot for Barnardo's 'Life Story' campaign, which demonstrates the impact that believing in a child can have in turning their life around.
The ad tells the story of 25-year-old Michael, happily talking
about his life. Regressing to his past, viewers see his
extraordinary journey as he turns in to a troubled and angry
teenager, regressing right back to childhood when it is revealed
that he was abused. We also get a glimpse of the support he
received from a Barnardo's worker and the positive impact it had on
his life. The ad ends with the line 'It doesn't have to end
like it began. Join us to fight for a child's future'.
Award winning director and friend of The Mill, Ringan wanted to
ensure the techniques used for Michael's transformation from an
adult back through childhood did not detract from the emotional
performances or the spot's powerful message. "I decided to make it
feel like a single shot by using simple old-fashioned edit
transitions as Michael grows younger. I think the film gets across
the amount of work Barnardo's does in order to take a broken
spirit, build him up and push him out into the world, as someone
who can deal with things and be confident."