the prince's trustyouth can do it

§ The work

Brief

Charity ads usually ask for pity. The Prince's Trust wanted to show potential.

Idea

Young people defined by defiance, not misfortune. Andrea Arnold (Fish Tank, American Honey) made her commercial debut with DOP Robbie Ryan, over a spoken-word poem by Maya Sourie.

§ Gallery

The Prince's Trust “Youth Can Do It” advertising campaign — posters, created by Toby Brewer

The Prince's Trust “Youth Can Do It” advertising campaign — office, created by Toby Brewer

The Prince's Trust “Youth Can Do It” advertising campaign — One doesn’t like to name drop but that’s King Charles with our slogan. Thanks Charlie., created by Toby Brewer — One doesn’t like to name drop but that’s King Charles with our slogan. Thanks Charlie.

§ Credits

Client: The Prince's Trust
Agency: CHI & Partners (The & Partnership)
Creative Director: Toby Brewer
Creative Team: Toby Brewer & Angus Vine
Director: Andrea Arnold
Director of Photography: Robbie Ryan
Production Company: Park Pictures