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To coincide with the launch of an ambitious 5 year plan, the
Scouts have introduced a bold new brand and visual identity, focusing on
skills for life as their key benefit. To promote the launch 3angrymen
were commissioned to create a film that had #skillsforlife at its core – that
would inspire audiences, both warm and cold to the Scout Association. The film had to reflect the new brand, aiming to better communicate
the character, employability and practical skills young people gain when
Scouting. This will help raise public understanding and awareness of
Scouting’s impact on members and their local communities. It also
conveys belonging as the brand’s key emotional effect – with every member
feeling a valued part of the UK’s largest youth movement. |
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The film tells Nat’s
story, beginning with her last day at Scouts and ending years later with her
son’s first day. Leaving Scouts and
entering adulthood is such a key time for young people and throughout the
film we see Nat come up against challenge after challenge. From exams to
childbirth, from flat tyres to bereavement, Nat faces every obstacle using
the personal skills she developed as a Scout, resilience, leadership,
independence and teamwork to name a few. |
The message is clear, Scouting is more than just a past-time you do when you’re young. It’s something that stays with you forever and shapes your personality, something that gives you a sense of belonging wherever you are, whatever your circumstance.
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“Independent, national research, conducted over five years, showed
that the public did not clearly understand the benefits of Scouting. The same
research showed that the majority of the public had outdated perceptions of
Scouting and we were not widely seen as relevant.” David Hamilton, Director
of Communications, Scouts “Having worked with the Scouts previously, this project
especially excited us because we knew it had to go deeper than the fun
activities that we’ve shot in the past. For the Scouts to trust us to tell a
more personal story that begins with a young person leaving the organisation
and going out into the world, was a really brave decision that gave us
creative freedom to explore the human qualities that lie at the heart of
Scouting. Making films for and collaborating with the Scouts, feels like an
extension of the Scouts’ ethos, their belief in the film and resourcefulness
throughout were essential components in what was a super-ambitious production.”
Thom Wood, Creative Director, 3angrymen |