c is not the first brand to run a story backwards in a PAS or fund-raising commercial but the detail in Before it’s Too Late by TBWA Stockholm and production company, Giants & Toys, gives it a great deal of power. The two-and-a-half-minute’s other power source is timing. The campaign supports children and families affected by the current economic downturn. The film highlights the fact that financial distress in childhood can have long-lasting consequences. It asks people to help stop financial distress for children because “before is never too late”.

The film is also running as 70-, 30- and 20-second cutdowns.

Credits

Client: Stockholms Stadsmission
Agency: TBWA Stockholm
Production Company: Giants & Toys
Director: Farzad Farzaneh

Producer: Alina Rydbeck
Executive Producer: Christian Rehnfors
DoP: Axel Pettersson
Production Managers: Alina Grön & Christer Jonsson
Coordinators: Josephine Strindberg & Iris Russell
1st ADs: Nils Janlert & Erik Liss
2nd AD: Amanda Ekström
1st AC Justin Le Blanc
Gaffer: Olof Jonsson

Post Production & VFX: Giants & Toys
Editor: Anders Abrahamsson Mølgaard
Online Editors: Olle Black & Evelina Åström
VFX Artists: Evelina Åström & Jennifer Jallow
Colour Grading: Kajsa Kiuttu
Music & Sound: Giants & Toys
Sound Mix: Johan Johnsson
Composer: Daniel Fagerström
Artist: Nina Kinert