The Human Rights Education team of Amnesty International Secretariat (AI) approached Bold to produce their first Massive Open Online Course (MOOC) aimed at teaching young people worldwide how to defend against human rights violations. They also wanted all the learnings captured in a set of brand guidelines for future MOOCs. The turnaround time was fast, the budget was lean and they also needed brand strategy thinking before we could start on production.
What we did
Working often remotely, as the AI team were located across six countries, Bold started with a brand strategy phase to help streamline their wish list of materials and lead the creative approach of all assets.
We produced a series of six animations all linked together to form a narrative based game i.e., learners could watch a short animation, answer questions about what they saw and debate what could happen next before the next episode was released. We suggested a comic book style for these animations, thus cutting down the number (and therefore the cost) of individually drawn animation-cells. We offered to produce PDF versions of these films for those locations with bandwidth too small to play films – a style beautifully suited to comic book animations.
We also made three longer animations called ‘Mastering Rights’ which each explained the freedom of association, expression and assembly. This required delicate scripting as we had to stay truthful to the legal framework of these rights, whilst making the language jargon free and accessible to all – including non-native English speakers. Then followed the production of a 30 sec promo, which we later cut down and delivered as a mute version for use […]
The British Council asked us to make a short film to explain and promote their Active Citizens programme. The Active Citizens operates in 40+ countries and has a global reach of well over 20million; encouraging and helping to deliver social action projects in diverse communities.
The film needed to appeal to local organisations that may become partners in delivering the programme and also act as a recruitment tool for potential participants. The diversity of the people, communities and projects generated by Active Citizens is underpinned by one common denominator, the British Council’s unique ‘Learning Journey’; which takes individuals on a path to learn about their own identity and culture in order to work effectively together to understand their communities and create social action projects that address important local issues.
The challenge for Bold was to translate this abstract learning process into universally understandable pictures, in a way that was culturally sensitive and all-inclusive of the diverse locations in which the programme runs.
What we did
In order to gain insight into the real-life impact Active Citizens has on people’s lives, we met with local organisations and previous participants in East London to hear their individual experiences of the programme.
We then worked closely with the British Council to work these stories into a script that gave tangible oomph to their core messaging.
Since the success of the programme is based on human connections and hand-made projects, we felt the best way to communicate this would be through the use of mixed-medium, stop motion animation, using pencil drawings combined with […]
Gordon Brown promised to eradicate child poverty by 2020, Newsround wanted to apply pressure on the Government to ensure they kept their promise. So our brief was to raise awareness of child poverty in the UK by creating a factual animation for CBBC’s Newsround Special on the issue.
What we did
We had developed the concept of documentary animation in 2006 by working with some of the toughest kids in the toughest neighbourhoods of East London. Why? To tell their stories visually whilst retaining their anonymity. The BBC picked up on our concept and as a result changed the creative vision for their CBBC Newsround special episode on child poverty to use our documentary animation format.
Following a six-month consultation process by the BBC to identify the real life stories of those children living in poverty, Bold Creative spent two months with Dillon and his family. Given the highly sensitive nature of Dillon’s situation we dedicated just two team members to work with him and his family, chatting and interviewing using audio only, really getting to know him, understand his situation so we could translate his story honestly.
“…we had mould on our feet; I was going to school stinking of wee. I didn’t know what a toothbrush was either…” Dillon
Bold Creative worked with the highly personal material to create an innovative three minute 2-D and 3-D animation telling Dillon’s personal, first-hand account of how poverty had impacted on his young life and on his family. ’The Wrong Trainers’ screened on CBBC’s Newsround on BBC ONE on the 1st Dec 2006.
Bold are extremely proud of pioneering a broadcast format which engages young people with tough […]
HarperCollins Children’s Books
Following the success of ‘The Heart and the Bottle’ app, Bold were commissioned to turn six of HarperCollins’ biggest selling children’s books into animated app products, using original illustrations. This six included ‘A Bear Called Paddington’ by Michael Bond.
In doing so, we needed to tell the story in a compelling way for touch-screen readers, but remain faithful to the charm of the reading experience that has made Paddington a national treasure.
What we did
Remaining true to the original story, we built new ways for users to engage with the app. We developed and delivered the entire app creating the concept, the user experience, design and animation, as well as the technical development and the marketing strategy for launching the new ‘Paddington Bear’ app.
This classic book has been brought to life through interactive touch points, a range of activity features were developed, whilst creating an interface and design that is sympathetic to the original illustrations.
We made technical advancements by designing a new, reusable technical framework that provides entertainment as well as integral marketing tools such as a sharing functionality e.g. ‘read and record’ function where users can record, save and share their own reading of the book using audio or video. A photo application also allows users to take a picture with Paddington and share it to their networks to win a competition with the National Portrait Gallery.
“The ‘Paddington Bear’ app is a beautiful new way for parents and children to read and experience my story together. Paddington awards it 5 marmalade chunks – and that’s out of 4! I am delighted with it.” – Michael Bond, author of Paddington Bear
British Heart Foundation
Children’s British Heart Foundation (CBHF) has a growing online community of children following Artie Beat, a friendly heart shaped character who encourages children to eat healthily and keep fit.
Building on Artie’s success in Series One, The British Heart Foundation (BHF) recommissioned Bold Creative to create another five, one-minute animations, targeting children aged 5-12 years.
The objective of this second series was to extend the reach and appeal of Artie, and in turn drive traffic to cbhf.org.uk.
What we did
The approach for Series Two was to empower children at home and at school to be as healthy as possible and encourage them to have their own ideas about how they could achieve this. Each of the animations needed to promote this proactive thinking and speaking out – take control, act now, get healthy.
Series Two also needed to be grounded in real life scenarios which would be recognisable to the children. What new environments could Artie Beat explore? What new missions could he undertake? Where might he find children in need of a helping healthy hand? All of these formed the basis of our new animations.
Our team of animators and illustrators created storyboards and animatics to depict the overarching narrative, from which we then built the deeper storylines, fine-tuned the messages and add poignant moments in the plot to maximise engagement. Artie Beat was brought to life using 2d vector animation.
Narrator, sound effects and music were also used to make the animations as immersive as possible for children.
T-Mobile approached Bold Creative with evidence of the growing and worrying phenomena of mobile bullying amongst young people. Bold was tasked to raise awareness of this with T-Mobile’s young customers and provide anti-bullying support through mobile phone technology and digital platforms. The brief dictated that the young people’s opinions and experiences of bullying were to directly lead on the creative output of the project.
What we did
Bold ran creative workshops with the targeted youth groups, which helped to distil and identify the different forms that bullying takes. These peer-to-peer, youth specific experiences and insights formed the backbone of the campaign.
Bold then created a series of animations with a selection of emerging young talent, tackling a range of different scenarios that young people could empathise with. The animations were then distributed via various digital platforms and social networking sites, as well as being linked from the official T-Mobile and Timebank sites.
A dedicated support website provided the facility for young people to upload tips and advice; these were then rated on their usefulness by other users. The winning tips were sent out to subscribers, ensuring the information and advice was genuinely useful to the target audience.
A ‘making of’ film about this initiative available here: http://vimeo.com/3383381
- The design was created directly with the young people themselves which ensured it engaged and resonated with the target audience
- Bold created a ‘safe space’ for the young audience to share and air grievances and experiences
- The project created a strong feeling of ‘you are not alone’ amongst the peer-to-peer audience, creating a centralised space for guidance and solidarity.
Private Equity Foundation
Rebrand PEF. There was a lack of understanding for what the PEF brand meant and stood for amongst it’s target audience. Bold were asked to simplify and bring clarity to the PEF brand by creating a strong brand style, devise consistent marketing messages and content that would sit under one unifying brand.
What we did
Bold carried out a series of brand strategy workshops with the PEF team. These allowed us to identify and agree PEF’s unique market positioning, target audiences, brand values and create a solid brand pyramid which would underpin all other communications.
With this brand strategy in place Bold embarked on creating a new brand design which could work across all platforms and formats. We designed the PEF website, digital mail shots, printed marketing materials, annual report, an animated ident and a short fundraising film called ‘The Lost Generation’, a documentary focusing on one individual’s transition into education and employment in the face of disadvantage made possible by PEF.
The Lost Generation film helped to raise over £1million – “Just wanted to say another big thank you for all your hard work on the film and animations. They were shown at the dinner last night and the feedback I’ve had so far was that they were very well received. I’m sure you will also be pleased to know that we raised a fantastic £1,046,070 which is amazing – the whole evening was a real success” Rhian Jones, Marketing and Communications, Private Equity Foundation.
University College London Hospital
Two out of the sixteen floors at UCLH are exclusively dedicated to young people’s inpatient services, there is also an under 18’s outpatients unit. Despite this the UCLH website lacked content and information exclusively for their adolescent and paediatric department.
Therefore Bold’s challenge was to create a new website that would prepare a young person for their first visit to hospital. We needed to address the negative perceptions surrounding a hospital visit by communicating what things are really like at UCLH, answering common questions to ensure the website was the first step in overcoming their anxieties and fears.
What we did
With social networks at an ever growing rate of popularity amongst adolescents we asked, ‘If UCLH was a social network what would it look like?’ This question pushed us to explore how interactive and personalised the website could be whilst still remaining manageable for UCLH administrators. This enabled us to create an overarching structure for the site from which we could build the content.
Our designers and illustrators worked directly with children and staff on the ward to capture the nuances of the environment and talk directly with patients about the developing designs and website structure making them active participants in the direction of the final designs which ensured we created a design that was relevant and appealing.
Authentic content was crucial to this website. Therefore we ran several workshops with existing patients to identify their stories, experiences and the many questions they had about their hospital visit. This insight enabled us to determine the real strengths of the hospital through the eyes of young people. It informed the content strategy for the website, how photo, video, and text […]
Client Paul Hamlyn Foundation
In 2012 Bold Creative, the Speakers’ Corner Trust and University of Leeds gained funding from the Paul Hamlyn Foundation to run a co-creation project ‘Expressing Citizenship’. The objectives for this project were to increase core skills and employability amongst disadvantaged young people through a community action project focused on speaking and listening.
Our brief was to develop and distribute an innovative digital educational tool to help young people improve their speaking and listening skills, and in doing so, to overcome their lack of experience and confidence that prevents them from fully engaging with community life.
What we did
The first stage in the process was to define the core speaking skills we wanted the young to master, these were projection, persuasion, listening, confidence, argumentation and negotiation. Secondly we needed to create a brand that would appeal to young people and move public speaking away from a high brow pastime to something that was relevant and appealing to our young audience. Thirdly we devised a workshop programme that would develop these key skills amongst the participants. This stage of the project was done in consultation with University of Leeds, bringing together academic knowledge, audience insight and creative ideas.
We knew that in order to engage young people in this subject we needed to allow them to talk about something they were passionate about whist still keeping the issues relevant to their local community. So participants put their skills into practice by fighting for something they wanted to change in their local community via video messages to their local MP. We also created short animations from participants’ sound bites describing the progress they’d made and we captured young people’s experiences on […]
The BBC’s Creative Director Allan Yentob commissioned Bold Creative to ‘re-imagine’ the title sequence for the returning series of his flagship arts and culture programme ‘Imagine’. The objective of the refreshed look was to directly appeal to and grow a younger audience.
What we did
Bold Creative collaborated closely with Alan Yentob to generate ideas around the creative process of the mind. The idea behind the titles sequences had to both distil and visualise the very essence of the word ‘Imagine’ and also reflect the broad content of the series, music, poetry, film, dance and art.
The final idea used animation to visualise the journey of an idea, from birth through to completion. Far from portraying only the polished end product, the title sequences visualized a sketchbook development process of an idea, from the unassuming beginnings of a simple line or ink spot to how that can lead to the creation of a whole new world.
Bold created six beautifully animated title sequences that were used for broadcast on Alan Yentob’s Imagine. The titles won a commendation at the Design Week awards 2010.