The charity Refuge released ads this month that feature reversible Christmas poems.
Each one conjures up a cosy picture of family life during the festive season, but when read from the bottom up, the lines reveal the horrible reality of domestic violence. The new TV and cinema spots, which will premiere on Christmas Day during James Corden’s Carpool Karaoke, were shot on one continuous rolling film and show actors reciting the poems. The camera starts low on their faces to capture the joy and excitement of Christmas, but as the poem turns, the camera rolls back in and moves to position above the actors to heighten their vulnerability. The campaign was created pro bono by McCann Bristol, and the films were directed by Steve Reeves through Another Film Company.