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More ’cause’ advertising, following on the heels of FCB Inferno’s effort for Unicef.
Bad luck on The Prince’s Trust and long-serving agency CHI&Partners as so-called “compassion fatigue” often sets in here.
TPT helps people under 30 into jobs and a more fulfilling future and is undoubtedly HRH’s biggest achievement to date.
Set to a poem by 16-year old Maya Sourie with the bold line: “pain is nothing but the fuel to reach my full potential.” ‘Youth Can Do It’ is the ad debut of Andrea Arnold, director of American Honey which has a similar theme.
So CHI is pulling out all the stops.
These things are hard to judge as no-one wants to pour cold water on a good cause. But the film’s gritty and optimistic at the same time, not easy in this sector.
MAA creative scale: 8.
