There are thousands of children in Canada awaiting permanent homes. It’s heartbreaking...yet no one seems to know about it. Until The Last Child needed to develop communication that would address this issue. After rigorous research, we discovered that there are currently over 30,000 children waiting for families.
A number that we brought to life in a striking way.
We created a spot with an empty sports stadium that holds 30,000, and one solitary child at the center. The spot features a rendition of Kings of Leon’s “Use Somebody” sung by a choir of Canadian children.
Our spot launched on TV, cinema, and online nation-wide in Canada on Family Day – a statutory holiday in Canada symbolizing the importance of family. It was the perfect opportunity to highlight that while many kids were enjoying a fun-filled weekend with their parents, thousands of kids where still waiting for permanent families of their own.
This professional campaign titled '30,000 is the loneliest number' was published in Canada in February, 2017. It was created for the brand: Until The Last Child, by ad agency: The&Partnership. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 5 years ago.
Advertising Agency: The&Partnership, Toronto, Canada
Executive Creative Director: Ron Smrczek
Senior Art Director: Jennifer Saunders
Associate Creative Director / Copywriter: Nabil Rachid
Account Manager: Lindsay Di Tolla
Agency Producer: Kasia Zeniuk
Production Company: Heyd & Seek
Executive Producers: Kegan Sant, Cynthia Heyd
Producers: Ben Robinson, Vinny Gill
Director / Director of Photography / Editor: Jesse Blight
1st AC: Alex Dematto
Casting: Stephen Milo
Movi Op / Drone Op: Yuri Tereshyn
Gaffer: Todd Hamacher
Best Boy Electric: Adam Landuci
Grip: Mark Skinner
Best Boy Grip: Luke Saagi
DIT: Andrew Easson
Makeup Artist: Dawn Grant
PAs: Jonathan Kok, Bradley John Chowace, Dean Turner, Bryan Beerbaum, Shawn Robertson
Post Production: RedLab
Colourist: Jason Zukowski
Online Artist: Andy Hunter
Producer: Pallavi Joshi-Firby
Executive Producer: Laurie Kerr Jones
Audio / Music: Pirate
Track Director: Vanya Drakul
Arrangement: Ari Posner
Mix Engineer: Ian Boddy
Producer: Maggie Blouin Pearl