The Guardian "Hope is power" by Uncommon

The Guardian's first brand campaign in seven years is about the power of hope.

A film opens in a darkened, unfurnished room, with sirens and sounds of protest in the background. A butterfly flies toward a window and makes increasingly frenetic attempts to escape as Anaïs Mitchell's Nothing Changes plays. Its struggles seem futile until the glass breaks and the butterfly flies free into the sunlight. The "Hope is power" campaign, the debut work for the brand by Uncommon Creative Studio, will also include outdoor, social media and audio activity. It was directed by The Theory of Everything director James Marsh through Pulse Films.


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