KidsCan
Unfair Decisions
Brand
ProjectUnfair Decisions
Date
Feb 2025
Description
KidsCan’s 'Unfair Decisions' campaign addresses the realities of childhood poverty through a stark, grounded lens. Produced by Supernormal, the commercial video captures children in a domestic kitchen setting as they navigate the practical burdens of ill-fitting or worn footwear. The film utilises a cinematic style, relying on natural light to illuminate the interior space. By employing desaturated tones and a live-action technique, the project maintains a serious emotional register that mirrors the everyday experiences of those supported by the organisation. DDB Aotearoa led the creative development for the project.
Style
Horizontal, Cinematic, Desaturated
Techniques
Natural light
Industries
Charitable Organisations
Color
Jet Black
Pure White
Background
Kitchen
Context
TVC / TV Commercial
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