Winners of the 2009 Charity Challenge, Beautiful TV,
Launch Homeless World Cup Ad 


Award-winning creative agency Beautiful TV has just completed a 60” TV and online spot for the Homeless World Cup called ‘Homeless to Hero’, produced in association with Promax UK and founder partner, Nike.

 

Beautiful TV, in partnership with director David Waldman, were chosen to produce the commercial after a six way pitch at last year’s Promax UK Charity Challenge. The final spot is a combination of live action shot on the streets of Rio (where the Rio 2010 Homeless World Cup will take place) and animation of motion stills from a shoot at London’s Black Island studios.

 

The inspiration for the treatment came from street football and the transformation the players at the Homeless World Cup go through: ‘From Homeless to Hero’ and features four Homeless World Cup players.  It uses an update on the classic zoetrope animation technique to bring posters of the players to life.

 

As a supporter of the Homeless World cup in Rio, six time Grammy award winner Carlinhos Brown provides the music and voice over for the Brazilian version of the ad.

 

The commercial is launched online in August and will appear on global TV stations from 1st September in the weeks running up to and during the 8th Rio 2010 Homeless World Cup, which takes place 19th - 26th September on Copacabana Beach in Rio de Janeiro, Brazil.

 

Beyond the commercial, Beautiful TV’s designs have been extended to all the Homeless World Cup event branding in Rio from street banners to billboards, and to a radically restyled website going live in August.

 

Nic Freeman, Creative Director of Beautiful TV commented:

‘After a 10 month production process it’s been fantastic to see it all come together and heart warming to know it’s for such as good cause….’

 

Kat Byles, Communications Director, Homeless World Cup said:

“It’s been superb to receive such a high level of creative collaboration and commitment from Beautiful TV, Promax UK and Nike for the Homeless World Cup and the players. We love that the ad sees four Homeless World Cup players in all their courageous glory, without a hint of poverty-stricken powerlessness that the majority of communication about homelessness currently chooses to depict.”

 

Dave Cobban, Consumer Mobilisation, Nike said: “The energy and passion of the tournament, combined with the skills of these extraordinary players, has been brilliantly brought to life by the Beautiful TV and Homeless World Cup teams.  Nike is proud to be part of the action.”

 

Brett Davey, Director of the Charity Challenge for Promax UK said: “This has been one of our most successful challenges and its great to see the creative team create such a powerful contribution to the cause”.

 

The Homeless World Cup is now inviting media to donate airtime to the ad to raise awareness of the power of football to beat homelessness. Contact Kat Byles, Communications Director, Homeless World Cup on 0131 652 8190.

 

Visit www.beautifultv.co.uk and www.homelessworldcup.org for more information.

 

About Homeless World Cup (www.homelessworldcup.org)

The Homeless World Cup is beating homelessness through football with a world-class, international football tournament engaging 64 nations and over 30,000 homeless players to change their lives: over 70% change for the better.