FCB Inferno takes up the Barnardo’s challenge

Giving a snare drum a good whack never did anyone any harm – on Bob Dylan’s Like A Rolling Stone (the moment Bob went electric) it’s been described as “kicking open the door to your mind.”

Phil Collins’ In The Air Tonight is another famous example, famously borrowed by Fallon and Cadbury for the iconic ‘Gorilla’ ad.

FCB Inferno uses it to good effect too in this, its debut campaign ‘Believe in Me,’ for charity Barnardo’s. The previous long-time incumbent was BBH so the bar’s set pretty high.

Creatives Ali Dickinson and Jack Walker, director Sarah Dunlop for Rattling Stick with production by The Mill. Media is by John Ayling Associates. The campaign runs online and offline from now until November.

Barnardo’s director of Policy and Comms Gill Holmes says: “We’ve been championing children for 150 years because we believe a child’s future should never be defined their past. We are announcing a bold new brand campaign to support our charity in transforming the lives of the UK’s most vulnerable children and their families.”

FCB Inferno CEO Frazer Gibney says: “Barnardo’s holds an unstinting belief in the resilience of children and their ability to turn their lives around. This campaign is built around that truth and, unlike so many charity ads, ‘Believe in Me’ focuses on hope and potential rather than despair.”

Thank goodness for that. This a very good ad for what looks like becoming a productive campaign, part of a new ten year Barnardo’s strategy.

FCB Inferno frets sometimes that it’s better known for its ‘good works’ portfolio such as Sport England than its commercial work. It shouldn’t worry, what matters is showing you can do it.

MAA creative scale: 9.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.