Take a Breath

Client: Formula E x UNICEF

Children are the least responsible for climate change and yet they will bear the great burden of its impact. In April 2021 Formula E started a long-term partnership in support of UNICEF's Safe and Healthy Environment Fund, which was set up specifically to serve the needs of children impacted by climate change related issues.

WING was approached by Formula E to bring the partnership to life with a content-driven campaign. We conceived 'Take a Breath', a powerful spoken word poem that was delivered by UNICEF ambassador Tom Hiddleston and captured in a single shot in an immersive gallery space that represented the inside of a child's mind. We worked with UNICEF's Youth Advisory Board, an inspiring group of 14-18 year olds who are youth ambassadors for the charity and included their voice recordings in the film, alongside archive footage of children protesting against climate change across the world. They are the agents of change whose voices need to be heard. The campaign was executed as a multi-faceted comms and activation approach and released across key digital channels in the build-up to the London E-Prix, a highlight moment in the Formula E calendar. Alongside digital content and online activations, including infographics and driver supporting social content, a replica gallery was created on-site at the E-Prix to showcase the film and offer further information about the partnership.