Unicef has called on its goodwill ambassador David Beckham and his body to share a haunting message about violence towards children.
The 60-second video travels across Beckham's body, animating his tattoos and turning them into stories of pain and suffering.
While Beckham chose the tattoos to represent happy or important memories, the ad hopes to show that millions of children bear marks they haven't chosen, after violence and abuse.
Set to slow piano and string music interrupted by screams and crying, the animations depicts violence towards boys and girls in their homes, schools, online and in their communities. At the end, Beckham's face is revealed while he shares a message urging the audience to stop violence towards children.
In the release, director Jonas McQuiggin said: “It’s different from most campaigns in the fact that it lets the stories come to the forefront, instead of the celebrity. In the film, David’s body becomes a canvas to highlight the issue of violence against children and deliver the campaign’s powerful message; violence against children marks them forever. To me, the final product speaks for itself. It’s a remarkable example of how powerful and compelling stories can be communicated in a non-conventional way.”
As well as the 60-second film, the campaign includes a number of cut-downs that are being shared by Beckham and Unicef on social media.
Creative Agency & Production Company: BlindPig
Creative Director: Phil Oldham
Director: Jonas McQuiggin
Senior Producer: Kirsty Murray
Producer: Nic Sanchez
Lead Design and Animation: Tom Cardo-Moreno
Design and Animation: Christine Peters, Mohamed Orekan and Jodie Lancaster
Sound Design: Joe Worters
Post-Production: Absolute Post
Colourist: Matt Turner
Compositing: Absolute Post
Editor: Christian Lyndon at Absolute Post