However, there were many challenges to consider when developing this concept. The topic of COVID-19 has been viewed from every possible angle, so we needed to cut through. For us, this meant avoiding talking heads, stats and data, and instead telling a globally relatable story about small actions building over time.
In addition, we were keen to avoid political language or any notion of blame, and instead focus on working together to find global solutions. So, we combined the analogy with a hand-drawn animation style to set the story outside of the real world. This also means the film can be translated into multiple languages for years to come!
The campaign is due to launch in Q4 2021, so watch this space for an update!