Mary’s Meals Launches Christmas Campaign with Michelin Starred Chef Tom Kitchin
Scottish agency Whitespace has launched the Christmas campaign for charity Mary’s Meals – The Most Amazing Christmas Dinner in the World – in a shoot produced by Edinburgh-based Service Production Company LS Productions.
Launched on December 10th, the campaign from top Edinburgh creative and digital agency Whitespace sees Michelin starred chef Tom Kitchin preparing ‘The Most Amazing Christmas Dinner in the World’ for just £12.20.
As the youngest Scotsman to win a Michelin star, Tom Kitchin’s fusion of French techniques with artisanal Scottish produce – and the reputation of his restaurants The Kitchin, Scran & Scallie and Castle Terrace – has earned him a seat among the top chefs in the world. He jumped at the chance to be involved in the shoot for Mary’s Meals, saying: “As a parent, you can’t imagine not being able to give your children the kind of food that will help them grow and thrive. Yet hunger and malnutrition is still so common for millions of children around the world. I’m really proud to be a part of the One More for Christmas campaign this year. Mary’s Meals do an incredible amount of work with children across the world and make a real difference to young people’s lives throughout the year.”
Designed in the style of a glossy cookery show, the 90-second film teases the viewer with artfully shot images of real food before it’s brushed to the side, and Tom pulls a laptop out of the oven. The kicker – the meal is actually the year-round food that Mary’s Meals can provide to two children in some of the world’s poorest communities, for every £12.20 that is donated to the charity.
Mary’s Meals (formerly known as SIR – Scottish International Relief) has grown from feeding 200 children in Malawi in 2002, to now helping over 1 million school children each day. As part of their ‘Feed Our Future’ appeal, the UK government will be doubling every donation they receive until 28th December.
The one day shoot, filmed in the kitchen of LS Productions’ location Hope House, required all involved to donate their services for free, including LS Productions, Whitespace, Tom Kitchen, the location owners Pru and Richard Irvine, and the on-the-day crew.
Julia Macleod, Producer at LS Productions, said: “We were delighted to donate our time to Whitespace and Mary’s Meals for this year’s One More for Christmas campaign. The shoot was great fun and everyone really pulled together to make it happen. Tom did a fabulous job, as did all our lovely crew who we are very grateful to for providing their time and skills for this worthwhile cause.”
Brand: Mary's Meals
Creative Agency: Whitespace
Production Company: LS Productions
Director: Neil D. Walker
DOP: Carlo D'Alessandro
Producer: Julia Macleod
Production Designer: Angela Moffat
Post Production / VFX
Post Production Company: Freakworks & Red Facilities
Sound Design: Dougie Fairgrieve
Category: Charity , Corporate and social