NCS translates the hate
Creative agency Accenture Song launches a cleverly crafted campaign for the National Citizen Service that challenges the criticisms faced by young people today.
)
Credits
powered by
- Agency Accenture Song/Paris
-
- Director Jason Yan Francis
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency Accenture Song/Paris
- Director Jason Yan Francis
- Creative Director Meigan Brown
- Creative Director Tobias Owen
- Creative Team Ben Cashmore
- Agency Producer Carol Oakley
- Creative Production Lead Christina Lambrou
- Creative Partner Jon Harvey
- Producer Sam Breen
- Editor Ryan Robinson
- Head of Design Simon Wakeman
Credits
powered by
- Agency Accenture Song/Paris
- Director Jason Yan Francis
- Creative Director Meigan Brown
- Creative Director Tobias Owen
- Creative Team Ben Cashmore
- Agency Producer Carol Oakley
- Creative Production Lead Christina Lambrou
- Creative Partner Jon Harvey
- Producer Sam Breen
- Editor Ryan Robinson
- Head of Design Simon Wakeman
With the help of agency Accenture Song, the NCS, a voluntary personal and social development program for 15-17 year olds in England and Northern Ireland, has released this creative and innovative campaign intended to reframe how society perceives teens.
The initiative, titled Outdated Translated, sets out to ‘translate’ outdated opinions about young people. From TikTok scrolling to endless gaming – society tends to view teens' passion-led pursuits as time-wasting.
In the 30-second hero film directed by Jason Yan Francis, misconceptions about young people are vividly brought to life through three animated characters.
Each represents the different channels through which some such views are spread: press, the internet and broadcast media. These misconceptions are then translated and reclaimed as positives by Gen Z influencers Izzie Rodgers, Kailem Williamson and Lee Hinchcliffe.
