The challenge:
At House of Oddities we talk a lot (and I mean, a LOT) about how 'difference makes a difference'. In other words, how we can make better work if people from very different walks of life can unite and collaborate. It means fresh perspectives, great ideas, and a more united, friendlier world to live and work in too.
Our client Oxfam has been embodying this idea since the Second World War. Its projects bring people together in solidarity to protest, work and collaborate to try to end poverty and make a fairer world for all. So when the team at Oxfam asked us to make their latest TVC – and their first hero brand campaign in almost a decade – we jumped at the chance. And we're glad we did – because messages of unity and hope have never been more necessary than right now.
The idea:
Oxfam's own research of 2,111 adults by YouGov (2024) found that the UK is more divided than 10 years ago, and that this is holding us back from tackling key issues such as poverty and climate change.
The poll found over 78% believe divisions in society are impacting progress on UK poverty, while over half (51%) agreed visions are affecting progress on climate change.
Now, after one of the most divisive general elections in recent history, feels like a good time for a reset.
Oxfam's new 'Just Us' campaign premiered on Channel 4 in a unique slot that interrupted the Channel 4 News programme. It invites the audience to break down the ‘us’ vs ‘them’ narratives that are distracting the nation from tackling the big challenges - like poverty, spiralling inequality and climate change.
The centrepiece of the campaign is a 60-second TV ad that mixes a collection of archive footage from Oxfam’s past – including protests, project work and the incredible activists and partners that Oxfam work with around the world. The images are stitched together in a glitching, static-filled ‘takeover’ of audience TVs and social media across the UK in a nod to Oxfam’s heritage as an out-spoken, campaigning organisation fighting poverty and inequality. This takeover is centred around a spoken word script that starts with a powerful line from Nelson Mandela’s famous ‘Make Poverty History’ speech where he says: ‘I ask all humanity now to rise up’.
‘Just Us’' was written by HOO Co-Founder and CCO Darren Smith and directed by HOO Co-Founder and CEO Sachini Imbuldeniya. It was co-created with Oxfam’s in-house team though a collaborative process that made strong use of existing material combined with filmed footage. Legendary British trip hop artists Massive Attack provided their iconic 1998 track ‘Teardrop’ for the soundtrack.
The House of Oddities team assembled one of the most diverse cast and production crews to deliver the campaign with the help of Executive Producer Mali Okoi-Obuli, DOP Madeleine Penfold and talent agencies like Zebedee who are known for changing the way disability, visible difference, and gender are represented in the wider media. They also offset the carbon emissions of the entire production to minimise its impact on the environment.
Quotes:
“For too long now we’ve all been feeling the effects of an unfair world. We have allowed divisive narratives from media and politicians to keep us from being united, but together we can bring about positive change on issues from the cost of living crisis and inequality to climate change. Oxfam partners with incredible activists, change makers and communities around the world and it succeeds by creating a united, collaborative approach to problem solving. I saw this ad as an opportunity to literally ‘break in’ to our audience’s content feeds to show them what real unity can look like – and provoke not just a reaction, but real action.”
– Sachini Imbuldeniya - Director, House of Oddities
"We too often assume that ‘unity’ means everyone having to think, feel or be the same. But I prefer the Oxfam way of being ‘united’ – where around the world people are doing wildly different things to reach a common goal. Oxfam is committed to anti-racism and feminism and this really resonates with why we formed House of Oddities. We wanted to shake up the creative industry’s traditional way of doing things by embracing collaboration and promoting greater diversity and equality – and I think if more creatives are willing to do that, then maybe we can follow Oxfam’s example and make our industry a fairer world, too.”
– Darren Smith – Writer, House of Oddities
‘We’re excited to share this project with the wider world, and we believe it connects Oxfam backs to our roots as an organisation that has always combined practical action with speaking out on injustice and inequality. Our in-house creative team and House of Oddities have co-created this campaign, and we are confident it will inspire a whole new generation to take positive action on issues like inequality and climate justice, that affect us all. A huge thank you goes to Massive Attack for allowing us to use this era-defining song, and to all the professionals who supported this work.’
– Nadiya Fyle – Communications Director, Oxfam GB
Testimonials:
"When we approached House of Oddities, we wanted to reconnect with a UK public confronted by multiple massive injustice in the world, and looking outlets and ways to effect change. Sachini, Darren, Mali and the whole team at House of Oddities met the brief with a special kind of excellence. From the moment they pitched, bold ideas beautifully expressed just came thick and fast. But they didn’t lean on the traditional client-agency relationship – they’ve co-created with us, challenged us and constantly thought about opportunities to truly embed Oxfam’s new Brand story. That’s the kind of relationship we really value and we appreciate how much they’ve embodied the ethos of our work – in front of the camera and behind."
– Alya Al-Khatib, Head of Creative, Oxfam GB
"The team at HOO has definitely exceeded our expectations. From the start, we were confident we had an incredible creative team to partner with us, but they also really impressed me with their transparency and accountability on budgets; their agility and fast pace on project management; and their expert guidance and support on clearance processes. They not only grasped our creative vision but helped us through all the hurdles that come with making that vision a reality. And at every stage they understood and shared our values and helped bring them to life, both in front of the camera and behind the scenes - no small accomplishment when timelines are tight. The team they pulled together were passionate, committed, driven and talented and we loved working with them."
– Allys Thomas, Head of Brand and Narrative, Oxfam GB
Credits:
Creative Agency: House of Oddities
Creative: CEO & Director: Sachini Imbuldeniya; Chief Creative Officer & Writer: Darren Smith
Strategy: Sachini Imbuldeniya & Darren Smith
Production: Executive Producer – Mali Okoi-Obuli; Producer – Dan Aremu; Director – Sachini Imbuldeniya; Chief Creative Officer – Darren Smith; DOP – Madeleine Penfold; Camera Operator/1st AC – Aiden Bryan; Camera Assistant – Luke Flaherty; 1st AD – Micki Pearlman; 3rdAD – Sam Mines; Runner – Camden Roque; Gaffer – Romaine Foster; Electrician – Zac Kassapi; Electrician – Darren Jackson; Electrician – Meg Sharp; Desk Op – Andy Walton; Master Rigger – Pat Daly; Rigger – Ben Verity; Projectionist – Antony Drew; Sound operator – Thanos Sarafis; Stage Builder – Royston Pereira @Steel Deck Rentals; Stage Builder – Solomone Momoivalu @Steel Deck Rentals; Staging supplier – Steel Deck Rentals; Studio – Tank Factory; Casting Director – Megan Revell; Editor – Natalie Meziani; GFX – Natalie Meziani; Grade – Lewis Crossfield; Post Production – Coffee & TV; Post Producer – Kathryn Tallis @Coffee & TV; Audio & Sound Design – Chris Turner @Jungle Studios; Music Supervisor – Jamie Marks @Massive Music ; Music Producer – Becky Wixon@ Massive Music; Music Track – Teardrop by Massive Attack; Voiceover Artists – Afsaneh Dehrouyeh @ SquawkVoices; Jacky Xing @ Squawk Voices; Norah Opara @ London Voiceover; Syed Raza @London Voiceover; Yemisi Oyinloye @ Anthea Represents; Jack Bennett @ Anthea Represents; Anjli Mohindra @ Anthea Represents; Lois Chimimba @ Sue Terry Voices; RomarioSimpson @ Sue Terry Voices; Chris Jarman @ Sue Terry Voices; Ciara Baxendale @London Voice Boutique; Asif Khan @ London Voice Boutique; Ali Ariaie @ LondonVoice Boutique; Casting Agency 1 – Zebedee Talent; Casting Agency 2 Real London Casting; Extras – Real London Casting Antony Fitzgerald Francis; Rick Kiesewetter; Leon Dean; Abdul Wadud; Joyce Wan; Lonika Manektalla; Pedro Luis; Edu Nkulu; Robert O'Dea; Toby Cisneros; Louis Black; Extras – Zebedee Talent Adobea Obeng; Laura Drummond; Lizzie White; Marcia Jeffries; Reisha Richards; Additional Extras – Patrice De Villiers; Mark Small; Claire Cheung; Pete Fergusson; Gundeep Anand; Oli Smith; Camille Torossian Hall; Media planning – Kite Factory
