Ending Physical Punishment
The brief was to create a way to communicate the end of physical punishment in Wales to parents. But this was a celebration...
So, to celebrate the change in Legislation in Wales, we created The Sound of Change. This TVC was part of a 360 campaign that celebrated the new law that ends all forms of physical punishment in Wales. The TVC concept drew on one of the most common forms of physical punishment (smacking) by using close-up shots of hands, seemingly ominous at first - but slowly a celebratory soundtrack is created using the sound effects of multiple hands, with more uplifting visuals accompanying it that aimed to show that these close-ups were in fact positive moments of connection between parent and child.
