26 May 2021
The DMA’s Creative Diversity series seeks out creatives who’re making positive contributions around recognising, understanding, embracing, and encouraging individual differences. Our second interview features Senior Copywriter Rickie Marsden on Childline’s powerful stop motion ad, Nobody is Normal, by creative agency The Gate alongside Blink Productions and Rowdy Films.
Nobody is Normal launched during the pandemic, a time when the charity has had a large increase in calls from children about their mental and emotional wellbeing. In a bizarre and yet entirely relatable way, the film sparks people’s attention, communicating that our differences are our strengths and encourages children in need to reach out to someone they trust.
Set at school, the story follows a furry blue creature wearing a disguise that makes them look human. However, the costume doesn’t quite fit and threatens to reveal the character’s true self throughout the day. In the poignant final scene at a school dance, the hero realises they’re not alone.
Though the ad has a positive, uplifting message, its style is far from cute and childlike, taking inspiration from B-movie horror films and using Radiohead’s classic “Creep” as the soundtrack. It creates a sense of otherness representative of how children actually feel, Rickie said.
Check out our zine piece to find out the inspiration, process, techniques, and challenges, how the unique and vibrant creatures were brought to life, tips on speaking to a younger audience and creating work around diversity, and more.
For information on Childline’s counselling services, please go to www.childline.org.uk.
If you haven’t yet, check out our last Creative Diversity interview, Tips and Resources for Female Creatives.
Plus, discover other brilliant examples of copywriting, design, and art direction alongside valuable insights from our Great British Creativity campaign.