“Imagine a whole city of people…a place filled with untapped talent.”

There are enough young people in the UK not in employment, education, or training to make the third largest city in the UK. The country’s 945,000* unemployed are a population larger larger than every major city in the UK, bar London and Birmingham.

T&P has built its campaign for The King’s Trust on this striking statistic, asking people to imagine the potential that it holds. It highlights the barriers young people face securing employment – from care responsibilities and financial difficulties to poor mental health and a lack of opportunity and underscores The King’s Trust support. The King’s Trust helps tens of thousands of young people each year to change the trajectory of their lives and to take control of their future.

Carl Storey & Tom Sillars, associate creative directors at T&P, stated, “From the moment our team made the city-sized comparison, it was just impossible to ignore. By making the scale of the employment crisis (945,000) easy to understand, we believe this campaign can make a real difference to the lives of a million young people.”

This is The King’s Trust’s inaugural donation campaign, having recently rebranded from The Prince’s Trust to The King’s Trust and announced its mission to end youth unemployment.

The hero commercial was directed by rising filmmaker, Luis Cross, set to the industrial sounds of Joy Division, and voiced by actor and King’s Trust Ambassador, Stephen Graham. It stars young people supported by the charity. The full campaign covers TV, radio, social and OOH, with photography shot by Sam Wright. T&P managed media planning and buying as well as creative.

*Source: House of Commons Youth Unemployment Statistics & ONS

Credits
Client: The King’s Trust
Director of Brand & Marketing: Sylvia Lowe
Head of Brand & Marketing Partnerships: Lou Duffy
Brand Marketing Manager: Nat Perkins

Agency: T&P
Global ECD: Andre Moreira & Toby Allen
Associate Creative Directors: Carl Storey & Tom Sillars
Creatives: Terry Eeles & Charles Stuart
Strategy Director: Matt Shaw
Strategist: Anna Lilley

CEO: Victoria Appleby
Managing Director: Simon Ringshall
Business Director: Lucy Almond
Account Director: Ffion Green
Chief Production Officer: Charles Crisp
Senior Art Producer: Ellen Green
Chief Design Officer: Dan Beckett
Senior Designer: Ryan Cole

Production Company: Love Song Films
Director: Luis Cross
1st Ad: Chris Mears
Executive Producers: Sara Wallace & Ellie Goodwin
Producer: Ersan Beşkardeş
Production Manager: Emily Lucienne
Director of Photography: Elliot Holbrow
Production Designer: Tom Crosbie
Costume Designer: Sophie Cloarec
Stylist: Jess Summer
Casting: Road Casting

Editing: Marsheen Editors
Editor: Rob Daglish
Offline Producer: Maya Kilic

Post Production: Sydney Levy
Executive Post Producer: Arianna Maniscalco
VFX Supervisor: Stirling Archibald
Colourist: Jason Walis
VFX Shoot supervisor: Alex Prod’Homme

Audio Post Production: Sine Audio
Sound Engineers: Phil Bolland & Frankie Beirne
Assistant Engineer: Michele Covio
Managing Director: Beth Tomlin
Producer: Amber Clayton

Music Supervision: Curation
Executive Creative Director: Sunny Kapoor
Managing Director: Connie Edwards
Photographer: Sam Wright