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13 November 2019

Destination Dignity

by Syd Briscoe

Tesco: “Changing Places” - 60s

The limitations of travelling while disabled are explored in this touching partnership between Tesco and accessibility charity Changing Places. Blue Supermarket have teamed up with the organisation to install more accessible toilets at their locations across the UK, and one family's story explains why it's such an important move.

While there's often some forced heartstring-tugging in these sorts of ads, matter of fact narration from the mother of twin girls - one of whom is disabled - ensures this film packs a genuine emotional punch. The love between the family is front and centre throughout, clearly demonstrating the very real impact these simple decisions have on people's everyday lives.

The fact the whole family were able to visit an ailing grandparent, and all do so with equal dignity, is extremely powerful without any added bells and whistles - something director Sonja Phillips astutely allows to shine through. With Tesco planning to add more Changing Places in the coming year, here's hoping other brands get on board with the scheme too.

Creative Agency: Bartle Bogle Hegarty Ⓟ Ⓦ
Creative Director: Tom Drew
Creative: Chloe Stephenson / Charlie Pendarves
Agency Producer: Nnena Nwakodo
Film Production: Black Sheep Studios Ⓦ
Director: Sonja Phillips ♀ Ⓟ Ⓦ (Dark Energy Ⓟ Ⓦ)
Producer: James Lowery / Lauren Harvard / Thomas Godsill
Executive Producer: Sophie Dewey
Cinematographer: Jim Jolliffe Ⓦ (Vision Ⓟ Ⓦ)
Editor: Nick Armstrong Ⓦ @ Cut+Run Ⓟ Ⓦ
Post Production: Alex Gregory @ The Mill Ⓟ Ⓦ

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