Comic Relief celebrates its supporters in first campaign by Leo Burnett London
We all have the power to change lives.
Comic Relief, with the help of Dame Joanna Lumley, celebrates the power we all possess to help change lives with the launch of a new campaign to mark the start of the Red Nose Day 2022 campaign. This is the first work created by Leo Burnett London since the agency won the account in March 2021.
The campaign is an evolution of Comic Relief’s ‘Funny is Power’ platform, with a strategic shift that puts the nation at its heart and celebrates the many people who play a central role in Comic Relief’s annual success. In a marked step change from previous years the campaign idea, ‘You have the power to change lives’, demonstrates that, when it comes to Comic Relief, every single member of the public can make a difference.
The campaign seeks to get more people involved in Red Nose Day by breaking down how every act adds up, and that every donation will help when it comes to tackling poverty, violence and discrimination.
The 60” launch film heroes some of the many things people can do to get involved whether it be making a donation via the Comic Relief website, fundraising by selling cupcakes in costumes or purchasing an iconic Red Nose, and highlighting the power they have to help change lives just by doing so.
The film stars Dame Joanna Lumley serenading people who have got involved in the fundraising efforts to the tune of ‘Lovin’ You’ by Minnie Riperton, all delivered with her trademark comic touch. It was shot by director and writer, Alicia Macdonald, from Missing Link.
Chaka Sobhani, global chief creative officer, Leo Burnett London, said: “Who doesn’t love a bit of Joanna Lumley serenading you with thank you’s? It’s been an absolute delight to create something with and for the institution that is Comic Relief. Hopefully we’ve made something funny enough to live up to their brilliant history of educating us and doing such amazing things while also making us laugh. It really is about ‘you’ and your power to change lives, even if you might not realise it.”
Cuts of the film will run across a range of social and digital channels including Facebook, Twitter, Instagram, YouTube, TikTok and Teads. The film will be supported with static visuals and GIFs to also hero the ways people have got involved this year and the power their participation in Red Nose Day has to change lives – from getting a sponsored ‘scare-cut’ to buying merchandise.
The campaign will run for just over six weeks ahead of Red Nose Day on Friday 18 March 2022.
Credits
CAMPAIGN TITLE: ‘You have the power to change lives’
CLIENT: Comic Relief
ADVERTISING AGENCY: Leo Burnett
CCO: Chaka Sobhani
EXECUTIVE CREATIVE DIRECTOR: Mark Elwood
CREATIVE DIRECTOR: Joe Miller
DESIGNER: Cat Burrell, Phil Bosher
CSO: Josh Bullmore
PLANNER: Nishant Raj
BUSINESS LEAD: Carly Avener
ACCOUNT TEAM: Rebecca Dickens, Matt Paul
AGENCY PRODUCER: Alex Taylor, Georgina Pearson
PRODUCTION COMPANY: Missing Link
DIRECTOR: Alicia Macdonald
EDITOR: Charlie @ Assembly Rooms
PRODUCER: Ben Link
POST-PRODUCTION COMPANY: Black Kite
AUDIO POST-PRODUCTION COMPANY: Factory
PHOTOGRAPHER: Tom van Schelven
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