Charity advertising has to work especially hard, not necessarily to be noticed but to be meaningful to people who often feel that the cause is far away from their own lives. The Newton’s Laboratory has used the incentive of hope and the device of untangling yarn, to show the potential that ELEPAP (Hellenic Society for the Protection and Rehabilitation of Disabled Persons) can untangle in children with neurodevelopmental challenges.

The metaphor of the tangled yarn is also reflected in the agency’s decision to use of stop-motion animation. This technique is not just an aesthetic choice but a structural metaphor for therapy itself. Early Childhood Intervention is a journey of small, careful movements. It requires patience, human touch, and persistence-qualities that define stop-motion. 

Credits 
Client: ELEPAP

Advertising Agency: The Newtons Laboratory
General Manager: Dimitris Belecos 
Creative Director: Giannis Sorotos
Associate Creative Director: Chrysis Neophytou
Art Director: Argyro Paschou 
Copywriter: Dimitris Boutsikos
Account Supervisor: Martha Davari

Production Company: Filmiki Productions
Director: Effie Pappa 
DoP:  Giorgos Kokkalis 
Art Director: Dimitra Stavropoulou
Character Designers: Georgia Zachari @ Excellent Life Choices Designs 
Puppet Maker: Adeena Grub
Editor: Panos Daoultzis 
Colourist: Andrei Godeev 
Music & Sound: Bounce