ShelterBox, the disaster relief charity, has created an ad with JWT London to encourage discussion on how people respond to disasters in the media.The film plays out as a Hollywood blockbuster movie trailer, but instead of clips from a film there is real footage from the recent Japanese earthquake and tsunami. At the end of the footage there is a call to action and people are invited to donate online. JWT worked on the ad on a pro bono basis and ad space was donated by cinema sales house DCM. It was written and art directed by Kevin Masters and Miles Bingham. The agency TV Producer was Doug Wade, the production company was Hogarth Worldwide/Transmission and the editor was Ben Matthews.