Havas London has unveiled its first work for The Department for Education (DfE) since winning its teacher recruitment business in May. The campaign highlights that teaching isn’t about what young people become, but who they become–and underscores the role teachers play in shaping young people’s lives.
The :60 “Every Lesson Shapes a Life” is gaining exposure on TV and in cinema. Directed by Pulse Films’ thirtytwo, the emotive film follows the journey of a young girl named Abi, from her very first day of school as a nervous, wide-eyed four-year-old, through to her last, leaving at 18 with the confidence to discover her place in the world.
Credits
Client The Department of Education Agency Havas London Ben Mooge, executive creative director; Lynsey Atkin, creative director/copywriter; Wil Maxey, Elliott white, creatives; Patrick Cahill, joint head of integrated production; Adam Henderson, producer; Natasha King, assistant producer; Ravi Matharu, strategic director; Emmy Stafford, strategist. Production Pulse Films thirtytwo, director; Lucy Kelly, exec producer; George Saunders, producer; Ben Fordesman, DP. Editorial TenTree Ellie Johnson, Billy Mead, editors. Postproduction TimeBased Arts Simone Grattarola, colorist; Jamie Crofts, Flame artist; Josh Robinson, Jo Gutteridge, post producers. Sound Factory Anthony Moore, sound. Jack Hallet, sound. Zebedee Budworth, composer; Mark Stobbart, voiceover. Audio Post Factory alana McLernon, Lucy Spong, audio producers.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
