BRIEF

You Can Adopt wanted to increase their pool of potential adoptive families, and were keen to showcase both the joy and the trials of adopting through a series of intimate social-friendly videos featuring real case studies.

CREATIVE

Taking the idea of the journey that adoptive families go through rather literally, we rigged up contributors’ own cars with several GoPro action cameras and recorded their conversations.

Considering safety, we conducted guided conversations in a car park, and interspersed that with a more freewheeling conversation on the road.

The result was a series of warm, intimate chats which got to the heart of the issues, showing that you didn’t need to be perfect to adopt, and that it is a process, but ultimately a rewarding one.

IMPACT

The successful concept was repeated later in the year with families on a train, and an edit was chosen for pre-roll advertising.