Oxfam: Lift

The brief for RKCR/Y&R London was to capture the positive effect that Oxfam’s enduring work creates amongst the poverty-stricken people they work with.
We wanted to create a tv ad that was the antithesis of the grizzly downbeat view of the Third World seen in most charity advertising. So we visually represent the lifting of human spirits that your donation can achieve, the lasting effect you can have on other human beings, as the chain reaction of positive change spreads.
We filmed it to feel like a music video to create a fresh tonality and to modernise the Oxfam brand.