Classroom
At the centre of the integrated campaign is the 40” TVC ‘Classroom’, a poignant, emotional film directed by Tom Tagholm of Park Pictures (Channel 4 ‘Meet the Superhumans’, Marie Curie ‘Symmetry’). The film is supported by a 30” version.
In ‘Classroom’ we see a boy, Ben, sitting at his desk during a routine lesson. His Dad surprises him by being there, standing in front of his desk but the lesson continues and the class don’t notice. Confused by his presence, father and son have an emotional, whispered exchange before the Dad says his final goodbye. The lesson is interrupted as the headmaster knocks and asks for Ben. Through the window we see him in the headmaster’s office being comforted by his Mum as the end line reads, ‘Heart disease is heartless. It strikes without warning.’
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And this is what we believe... In a rapidly changing world, innovative brands grow at twice the pace of their competitors and brands that continue to innovate grow 7x faster. For brands to stay interesting, conversational, and relevant, they need to embrace change. Our icon offers the perfect metaphor. The octopus has survived over 300 million years precisely because of its fluidity and ability to adapt. It is the only organism that routinely self-edits its own DNA - a model for how brands should behave today.