Amplify raise awareness of hard-hitting issues through the co-creation of 5 short films.
Christian Aid, a charity with an ageing supporter base, developed Ctrl.Alt.Shift to engage with a younger audience. They asked Amplify to develop, create and manage a campaign that would help the brand and the issues behind it strike a chord with 18-25 year olds.
We designed a film competition launched through film schools, industry websites and a nationwide PR campaign. The competition invited entrants to tackle three key campaign issues – HIV and stigma, war and peace, gender and power – in their own way. Our plan was then to carefully amplify the films through strategic partnerships, as well as seeding them digitally and at film festivals across the world.
After receiving 91 high quality entries, we announced the winning five filmmakers on the official website, Twitter and Facebook. We then paired the young filmmakers with inspiring mentors from contemporary British cinema to help them produce their short, as well as supplying them with a soundtrack from a major recording artist.
Directors and artists involved in the project include Noel Clarke (Adulthood), Saam Farahmand (Part of the Weekend Never Dies), Kinga Burza (Katy Perry, Kate Nash), Paul Andrew Williams (London to Brighton), Shynola (Hitchhikers Guide to the Galaxy), Young Knives, Chipmunk, Metronomy and Shy Child.
The films exceeded Christian Aid’s expectations, conveying difficult and sensitive issues clearly. The Musical (starring the Mighty Boosh’s Julian Barret and The Office’s Martin Freeman) and War School (featuring Kate Ashworth) were particular highlights.
London’s Shoreditch Studios hosted the premier in front of crowd including journalists, bloggers, stakeholders, competition winners and celebrities like Kano and DJ Ironik. The premier also featured live performances from acts who had supplied tracks – such as Shy Child and Chipmunk.
Perhaps the best part of the project is that it gives us entertaining content to show our target audience between acts at festivals, further raising awareness of Ctrl.Alt.Shift.