Mr President

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

We teamed up with Universal Channel to create a thought-provoking campaign, celebrating real-life individuals who demonstrate uncompromising integrity with heart. This brings to life the brand proposition of ‘100% Character Uncovered’. To accompany the four films, a family of social assets and engagement pieces will be launching on Universal’s Facebook and Twitter channels, including 360 films and competitions.

The first of the four films shares the story of Amir Miah, a social entrepreneur from London. We learn all about him and how he has turned his life around. After growing up in the midst of crime, unemployment and deprivation Amir founded ‘Your Bike’, a youth led social enterprise that provides opportunities for young people by working directly with the police to up-cycle stolen bicycles. He shows that not all inspiring characters are fictional.


In our second film for the campaign, we follow RNLI volunteer lifeguard and single mother Lorraine Galvin out on her boat in the beautiful setting of the Southern Irish coast. After a frightening capsize encounter when she was 16 Lorraine turned her traumatic experience into a desire to help others, becoming part of the rescue team. As part of Lorraine’s story we created the opportunity for Universal Channel’s Facebook fans to step into Lorraine’s shoes in an immersive 360 film. See Lorraine’s full film here.


The third in our series of films introduces Manchester City FC amputee star Jamie; an incredible inspiration who wouldn’t let anything get in between him and his love for football, not even losing a leg to cancer when he was only 17. To give Universal Channel’s audience the chance to get closer to Jamie’s story, we hosted a Facebook Live Q&A on their Facebook page in which Jamie kept the ball in the air for as long as he could, while answering viewer’s questions.


The fourth and final film in this series sees the incredible Sue Black OBE, driven by wanting to create a better life for her children, she took herself out of poverty by turning to education.  Starting with night classes in maths, Sue graduated with a computing degree from London's South Bank University in 1993 and later earned her PhD in Engineering in 2001. She didn’t stop there, Sue wanted to take what she had learnt to also enhance the lives of other women. Proving that education can completely change lives, she targeted mums. She taught them everything from basic internet skills to coding. But mainly gave them the confidence to know they could be part of the world of technology, bridging a gap and allowing them to feel more connected to their children, who live and breathe the world of tech. 

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