Youth Service asked us to create a series of real-life success stories for its rebrand. The stories were so inspiring that they did all the heavy lifting, our challenge was telling them in the most empowering and engaging way.
With its Youth Service offering undergoing a rebrand, the Ministry of Social Development asked us to create a series of real-life success stories to highlight how the service helps support New Zealand’s taiohi. The approach needed to act as a gateway to hope from challenging circumstances for our audience.
How can we find the right balance between the optimism of the guidance and support Youth Service provides, with the rawness of the struggles faced by young people who might come to it for help?
The angle we took was less about Youth Service saving the day, and more about how the service supports and guides young people to find their own strength. Taking a first person perspective approach, we focussed on conveying the intensity, emotion, and inspirational moments of three young people telling their own story, in their own words and voice. Building on this real and raw vibe, we used a documentary style and mixed-medium approach to bring Zoe, Michael and Nikki’s stories to life.
Combining high-production value with vintage film textures and street style photography, we created youth-driven executions that feel fresh, familiar, and up-close-and-personal.
Zoe, Michael and Nikki’s stories each came to life in 2-minute hero films, and were supported with cut downs for use on brand channels. The films and an accompanying photography campaign feature on the Youth Service website to help guide, inspire and encourage others looking for support.