Shelter’s Christmas ad, is not a Christmas ad at all

Housing and homelessness charity Shelter has released an ad this Christmas that isn’t a Christmas ad at all.

It’s a story of modern homelessness, created by Meanwhile and produced by Magna Studios, told through a mother and daughter’s bond as they fight to escape the kind of bleak temporary accommodation that so many families who are homeless are stuck in right now.

Marking the launch of Shelter’s Winter Appeal, with an original track scored and performed by Irish singer, songwriter, and producer Maverick Sabre, the two-minute film shows the pair in the build-up to the big day, only to show their excitement isn’t for Christmas; it’s for moving out of horrific conditions they find themselves in, into a safe, secure social home of their own.

Their story reflects the experiences of families who turn to Shelter for advice and support. 

More than 177,000 children are currently homeless in temporary accommodation, which can be riddled with damp and mould or so cramped that children have to share a bed with their parents or siblings.

We see the pair as the countdown to Christmas begins, where hope grows in the sobering and stark confines, which is based on real-life temporary accommodation examples.

As we move through the story, we see more of where they are living, and hints of Mum’s anxious struggle to find safe accommodation for her and her daughter.

It's families like this mother and daughter that Shelter exists to help.

From challenging unsafe conditions to helping parents navigate a system that feels stacked against them, the charity's housing experts make sure families don't have to face homelessness alone.

Finally, as the film ends, there is a sense of relief, as the pair receive the keys to their new social home, thanks to help from Shelter.

The film was directed by Hector Dockrill, through Magna, and created by Jen Tighe and Bryn Walters.

James Cross, founder and CCO at Meanwhile commented; “Every scene in this story is based on life examples and insight held by Shelter to make this a realistic representation of temporary accommodation and the awful situations people find themselves in. Budget was, naturally, limited. So without the generosity of Magna studios, ANTFARM, Kodak, Panavision, Drop City, Stitch, ETC and Factory Studios, this amazing achievement wouldn’t have been possible. So much has gone into making this vital work, and I’ve never been prouder of what we’ve done and the difference we hope we can make.”

Mairi MacRae, acting chief executive at Shelter said: “Right now, thousands of children don't have a safe place to call home. With a record number of families stuck homeless, and a chronic lack of genuinely affordable homes, children often end up in freezing bedsits and grotty hostels for months or years on end.

“Every day our services hear from families like the one in this film. Many face another winter in a damp, mouldy room that threatens their health, with no space to play or do their homework. As the film depicts so well, parents are often left trying to handle the uncertainty of not knowing when things will get better, fearing for their family’s future.

“From supporting families to challenge unsafe conditions to helping parents navigate a system that feels stacked against them, our housing experts make sure families don't have to face homelessness alone. By donating to our Winter Appeal, people could help connect a family to an adviser who will support them on their journey to a safe, secure and permanent home.”

Hector Dockrill, director, commented, "Homelessness doesn’t look the way you think it does, because we can’t always see it. So, I wanted to challenge that perception by drawing the audience into something familiar, warm and relatable before pulling the rug. I worked closely with my sister, the author Laura Dockrill, drawing from real stories shared by Shelter, alongside her own experiences of facing adversity through motherhood, and my long-term collaborator, Maverick Sabre, to compose an original piece of music to bring the soul and emotion that only he could.”

Credits

Client: Shelter
Project title: This is Not a Christmas Ad
Shelter
Head of Supporter Acquisition: Claire Whitney
Senior Direct Marketing Manager: Laura Jones
Head of Creative & Production: Leanne Ainsworth
Meanwhile
CCO/Founder: James Cross 
Senior Creatives: Jen Tighe, Bryn Walters 
Client Director: Charlotte Roberts 
Head of Production: Lucy Dawson 
Design Director: Duncan Bancroft 
Senior Designer: Abbie Franks 
PR:
Agency: Weber Shandwick
Production
Director: Hector Dockrill @hectordockrill
Production Company: magna studios
President: Davud Karbassioun @davud_k
Exec Producer: Neil Andrews @neil_andrews
Head of Production: Alistair Payne-James @alistairpaynejames
Head of Sales: Jack Smith
Producer: Maggie Curwin @maggiecurwin
DOP: Patrick Golan @packdrawn
Production Designer: Maxine Carlier @itwasbymistake
Costume Designer: Holly Rebecca @hollyrebeccab
1st AD: Billie Hallows @billie_hallo
Photographer: Adam Hinton @adamhinton
Casting Director: Heather Bastern @heatherbastencasting
Senior Casting Assistant: Iman Wilson
Service Production Company: Antfarm @antfarmfilms
Antfarm Ep: Fin Mulligan-Wild
Antfarm Ep: Lewis Nicholson
Antfarm Head Of Production: Leearna Roberts
Antfarm Service Producer: Gabriella Callea
Production Manager: Louis Ormond
Production Runner: Mihai Catalin Virlan
Production Runner: Steve Cooper
Production Runner: Adam Lloyd Jones
1st Assistant Director: Billie Hallows
2nd Assistant Director: Sarah Palmer
3rd Assistant Director: James Gardener
Ad Runner: Isabella Ramplin
Ad Runner: Louis Davidson
Location Manager: Bruce Gill
Assistant Location Manager: Connor Slann
1st Ac: Trevor Henen
2nd Ac: Lali Coombes
Camera Trainee: Molly Cowell
Key Grip: Curtis J Hudson
Key Grip: Dan Shaw
Grip Assist: Jon Head
Grip Assist: Jack Heels
Trainee Grip: Maddie Bibby
Gaffer: Chris Sarginson
Spark: Jack Skipper
Spark: Alex Watson
Spark: Craig Shanda
Playback Op: Duncan Lees
Sound Recordist: Brad Sweetman
Standby Art Director: Elaine Sumner
Art Assistant/Dresser & Graphics: Jagpreet Jhamat
Prop Dresser/Driver: Adam Foreshaw
Prop Assistant: Ellie Doran
Wardrobe Assistant: Nats Levey
HMUA: Andrew Suleman
Chaperone: Gail Skull
Chaperone: Carly Wedge
Paramedic: Zach Fallon
Paramedic: Sarah Flynn
Security: Metro Guard
Lighting Equipment: Drop City
Camera Equipment: Panavision
Playback Equipment: No Drama
Location Equipment: Shoot Support
Catering: Made Catering
Transport: Cir Gold & C4c
Camera Truck: Jon Pinkney
Partnered with Kodak Lab 
Cast
Daughter: Meagan Duncan
Mother: Abigail Cooper
SA’s: Samy Reyan, Matt Robair, Richard Lewis Tickner, Malik Novell-Simpson, Trinity Novell Simpson, Amari Taderera, Kingsley, Eliza Asghar, Ellie Finnegan, Konan Walsh, Zendaya Waugh, Lee Birket, Miranda Philips, Imara Oraka, Ruper Mcdonald, David Smith, 
Rowan Hartley-Fish, Sharon Williams, Selena Chambers, Qasid Zubair, Keith Thompson
Thanks to Talent Talks, Mint Agency, Shine & Starr 
Post
Editor: Rich Woolway
Edit Assistant: Luke Anderson 
Edit Producer: Sarah Adewunmi 
Edit House: Stitch Editing 
Post House: ETC 
Colourist: Jason Wallis
Online: ETC 
Audio Post-Production: Factory Studios 
Sound Design & Mix: Mark Hills
Audio Producer: Max Doran-Bown
Original Composition: Maverick Sabre 
Delivery: Treacle7, Redolution, Cape.io
Subtitles: Foo Engine