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.
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.
Barts and The London Hospital NHS Trust
Design and build a dedicated website for children visiting Bart’s and the London children’s hospital (BLT). It should aim to help expel the myths and anxieties that children often feel about going to hospital for treatment or an extended stay in the wards.
What we did
Barts is the first point of contact for some of the sickest and most injured children in the London area. Therefore it was important that we reflected the hospitals services in the most sensitive way.
To ensure we got this right Bold ran a series of interactive and creative workshops with existing patients to explore the ‘touch points’ of children going to hospital. By gaining a better insight to the stresses, fears, anxieties, experiences and hopes children felt we were able to generate an approach to the new website that would really connect and appeal to the target audience.
Bold created a website ‘full of real life experiences’ that was informative, fun, comforting and inclusive. Using video diaries and animated documentaries we were unable to show what it’s really like to be patient at the hospital in a non-threatening way. Topics ranged from why children shouldn’t be scared of needles and medical procedures, through to the experience of coming into A&E.
Bold hosted a launch event in conjunction with the BLT, attended by the children, families, staff, local health and educational organisations, a celebrity host and local media.
The warm and engaging website is continually used by staff and families to support the children throughout their stay in hospital.
NSPCC & Childline
As part of their ‘See Something, Say Something’ campaign Nickelodeon wanted to produce four short animations that explored the impact of bullying amongst children aged 6-11. To ensure the films appealed to this young audience the stories needed to reflect the ‘real life’ experiences of children just like them.
What we did
In order to develop truly engaging and relevant creative content for this audience we needed to fully understand bullying and its impact amongst this age group. Therefore we conducted in-depth insight research with the target audience. This included a series of UK wide primary school workshops, where children were interviewed one-to-one and in groups to encourage discussion around the different manifestations of bullying in the UK schools’ environment and its impact on both the individual and their wider peer group.
From this research we were able to gain real insight into the different experiences and perspectives on bullying which led us to structure the creative around three key perspectives: the bully, the bullied and the witness to the bullying. We selected four personal accounts to reflect these persectives and brought them to life using animation.
The animations were broadcast as part of Nickelodeon’s ‘See Something Say Something’ annual CSR campaign in November 2009 and reached an audience of over three million.
- BAFTA for Children’s Short Form
- UNICEF Children’s Award
- PROMAX Gold
Teach First had completed a lengthy and insightful piece of research around educational disadvantage. They needed to find a way of presenting this information in a creative and engaging way for multiple audiences.
There was also misconception that Teach First was Government body and not a charity. The organisation lacked public awareness for Teach First as a key player in addressing educational disadvantage in the UK
What we did
The first step was to work closely with the communications team at Teach First to explore the various ways in which the research findings could be presented. Discussing and brainstorming the findings, audiences, objectives and desired outcomes together meant we, at Bold, had a solid foundation on which to develop a creative solution.
It was clear the most compelling way to present the findings was to bring them to life with personal stories. So by marrying the hard facts with real life stories we were able to engage the audience on emotional level which would have by far the greatest impact.
With the approach in place we worked directly with teachers and young people from across the UK to produce content for a multi-platform campaign which included info graphics, animations, short documentary films and a website. It was imperative the content was honest and reflected young people’s real life experiences so we worked on the ground with them to ensure we represented their experiences truthfully.
- The campaign created a storm of activity on Twitter, with over 500,000 shares in 5 days
- The films were shown at 50 Teach First events across the country, including 10 year anniversary events at the House of Lords and Royal Festival Hall
- The Teach First website was subsequently re-branded and rebuilt, utilising the campaign content we […]
Meadowside Children’s books / Parragon Books ltd
Bold were asked to create an iOS App for Il Sung Na’s award-winning ‘A Book of Sleep’. The app needed to build on the book’s success by creating a unique and soothing bedtime experience for young children.
The challenge was to create a user experience that did not deter from the original beauty and charm of Il Sung’s original artwork and simple narrative. Therefore, the use of technology needed to be carefully considered in order to remain loyal to Il Sung’s work. Our aim was to add relevant functionality that was useful for parents and comforting for their children. Anything gimmicky was strictly off brief.
Most importantly, we were not aiming to replace the parent at bedtime but attempting to foster a new, shared experience of the book to help settle young children for a good night’s sleep.
What we did
To ensure the young readers remained engaged with the story, we needed a central character to guide them through the app. By using Il Sung’s owl character on every page we were able to bring him to life as our storyteller, playfully taking the child through each of the pages. The child would be able to share the owl’s curiosity, discovering together the fascinating and beautiful animals each with their own quirks and characteristics.
Interactive touch points were developed to deepen the experience with each of these animals, and through repetition and reward we were able to maximise engagement. Repetition of the interaction allowed young users to enjoy the satisfying and soothing moments of the scene over and over again, something they relish at this age.
Reward was used subtly and appropriately within the app. By touching all the animals in […]
Bold Creative were commissioned before the release of the iPad 1 to create a pioneering app that would bring to life Oliver Jeffers’ bestselling book ‘Heart in the Bottle’ on this new digital platform. HarperCollins wanted to deepen readers engagement with this much loved story with a level of digital interaction never seen before.
What we did
We wanted to build an app which captured the original spirit and charm of the ‘Heart and the Bottle’ but would also give the reader a fresh new experience of the story. By working closely with Oliver Jeffers we created bespoke pieces of illustration, animation, interactive tasks, discoveries and surprises on every page of the app. The beautiful illustrations were a perfect foundation on which to build this interactivity, hooking the reader in and deepening their emotional involvement with the story whilst engaging and entertaining them along the way.
• The trailer for the app created a storm of activity on social media sites, generating over 50,000 hits on YouTube within days of its release and hailed as the app that “moves picture books into the digital era” (YouTube viewer)
• The Heart and the Bottle app for iPad immediately shot to the number one slot in the iPad Books category of Apple’s App Store
• Two weeks after its launch the app was named Apple iTunes Store’s ‘App of the Week’
Citizen’s Advice Bureau
Bold’s brief was to raise awareness amongst young people for the Citizen’s Advice Bureau’s youth financial advice service, a facility for young people struggling with financial troubles.
What we did
Firstly we needed to gain a strong understanding of the many issues that could lead to youth debt. So, in conjunction with Citizen’s Advice Bureau, Bold carried out a community consultation running creative workshops with young people. These allowed us to explore the reasons why and ways in which young people found themselves in debt and the impact and effect debt had on their lives. We were also able to explain the services CAB had available to assist young people in managing their debt and explore their opinions of these services.
These workshops provided the insight and knowledge for two films which were based on real life experiences of young people getting into and out of debt. The films were distributed by CAB volunteers as part of their advice package and brought a real and ‘experience’ led dimension to their communications.
The two films were shown as an example of ‘Best Practice’ at the 2009 Labour Party Conference.
One of the young people featured in the films took part in BBC3’s ‘On The Money’ programme, a series about the recent financial crisis.