At S3 Advertising, we certainly bite big, so working on one of our biggest logistical productions to date, in Wales – for Foster Wales, saw us go all in across the board.
This collaborative project saw several departments at our Cardiff-based advertising agency working together including creative, digital, design, PR and social, to deliver a heartfelt campaign encouraging new, potential foster carers to open their homes across the country.
Foster Wales formed earlier this year, uniting each of the 22 local authority fostering services to combine efforts and increase awareness of the need for more foster carers in Wales.
Down to earth and wonderfully Welsh, this latest ad shines a light on just that, encouraging more people in Wales to open their hearts and homes to local foster children today.
Creative Lead, Lewis Beavis was part of the team who worked on the campaign.
”Foster Wales is made up of real people who know the ins and outs of their community and they’re at the heart of it all. We wanted to make sure our TVC showed these selfless heroes who open their hearts and homes to local foster children. It was important to S3 to make sure the ad felt real and uniquely Welsh, and our location, rhythmic story and great voice-over Artist helped us achieve that.”
Our ad sees a teenager returning home, lit by the warm glow of his caring foster home, with a focus on a sometimes taken-for-granted familiar image, the front door.
The all-important entryway to a safe home is something S3 were keen to focus on, to emphasise how it can change a foster child’s life.
Artistic director on the shoot, S3’s Lauren loved working on this collaborative campaign,
“When I first received the brief, I was delighted to hear about how Foster Wales is a down-to-earth Local-Authority fostering network that are on the ground working to help change vulnerable children’s lives. The brand felt authentic and raw – I knew our TVC ‘Our Streets’ had to represent just that.”
In our TVC we demonstrate how fostering families are the pioneers, able to provide a warm and welcoming home to vulnerable children when others may not. When foster children feel like they may be in the dark, selfless heroes, foster carers, with the local support of Foster Wales, step up and add light to their lives.
Filming on a dusky evening in Treharris, S3’s production team were joined by lighting and drone specialists and security presence too, closing down the street – thanks to it’s lovely neighbours – for the one-day shoot.
In the run up to the big day – or night shoot that is – our own Lewis, acting Creative Director, tested positive for Covid-19 forcing him to stay home… calling Social Media superstar Lauren Dutson to the rescue, who took the helm and virtually brought Lew along for the ride. He remained a part of the production from home, dialing in on a day-long Zoom call, until the early hours of the morning.
Head of Production, Dan Veal lead the TVC which was filmed in July,
“We worked with our S3 creative team to plan storyboards, breaking the concept down scene by scene for our shoot. Then, working with the local authority we were able to schedule road closures and traffic diversions, giving us an empty street to set the scene at night. The Foster Wales commercial was one of the largest logistical productions to date as an agency, not only using our great in-house production crew but also working with other industry specialists to make all the magic happen.”
Unknown at the time of planning, the connection with fostering ran deeper than we originally knew, uncovering our ‘foster parent’ from the ad was a foster child herself and the homeowners of the house in our TVC were foster carers too. You couldn’t make it up, and we’re glad we didn’t, because it fits so perfectly.
Director – Dan Veal
Producer – Meg Hastings
Strategy – Sarah Mason, Rebecca Campbell
Creative Lewis Beavis, Leanne Bisby, Lauren Dutson
Design – Alex Colbourne, Steve Lewis
Head of Client Services – Ceri Powell
Account Manager – Sian Rayer
Account Executive – Sophie Green
Media Planning and Buying – Amy Hiatt
Digital Advertising – Gareth Pitt and Joe McMullen
Social Media & PR – Danny Hayes-Lissack, Lauren Dutson, Amy Humphreys
DOP – Tom Parsons
1st AC – Sam Olly
Gaffer – Matt Dunford
Campaign Photography – Steff Mitchell and Ben Horder
Production Assistant – Dan Williams
Drone – Mighty Sky
Costume – Pair of Wardrobes
Hair and Make Up – Shevaun McKenna
Traffic Management – Beacon Events
Medics – Proactive First Aid
Security – Collective Crowd