CHI & Partners and A+//Academy created a LinkedIn/YouTube campaign for the Prince’s Trust to get employers to look harder at young job applicants with troubled backgrounds. One part of the campaign is a LinkedIn profile of a fictional homeless person, who will ask companies to endorse her employable skills. The profile leads people to an online film, in which children are shown in desperate situations as they explain calmly to the camera the skills they have acquired amid difficult upbringings. The work was written by James Crosby, art directed by William Cottam and directed by Seb Edwards through A+//Academy.
Brand: Princes Trust 'Learn the Hard Way'
Director: Seb Edwards
Producer: Dom Thomas
Exec Prod. Lizie Gower
Production: A+//Academy Films
Agency: CHI & Partners
ECD: Jonathan Burley
CD: Danny Hunt & Gavin Torrance
Art director: William Cottam
Copywriter: James Crosby
Planners: Sarah Clark & Hannah White
Producer: David Jones
Production assist: Francesca Roberts
Business director: Alex Best
Account director: Sarah Carolin
Production managers: Tom Cartwright & Luke Goodrum
Director of photography: Patrick Duroux
Editor: Sam Rice-Edwards @ The Assembly Rooms
Audio: Wave Studios
VFX: MPC
VFX producer: Phil Whalley
VFX supervisor: Dan Sanders
Colourist: Jean-Clément Soret
Composer: Phil Kay
Music supervisor: Abi Leland @Leland Music