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Leo Burnett Turns Little Girl Into Poverty-Fighting Superhero

From Leo Burnett London comes a new spot for development charity Plan International, one that production company Partizan undoubtedly had quite a fun time making.

According to the announce, “Mass Construction” features a young African school girl hurtling through impoverished African housing developments, landing with a shockwave that destroys the old shacks and replaces them with pretty nice looking suburban homes. It’s a pretty awesome superpower, and one made a little clearer when you realize the spot is about educating girls to help fight poverty in developing countries. In fact, for each year a girls stays in school, her household income rises on average 20 percent.

The spot will debut in UK movie theaters on “GCSE Results Day,” which apparently when British lads and lasses aged 14-16 receive their scores on some sort of test that will determine how their educational careers shape up. Says Leo Burnett ECD Justin Tindall, “Poverty often feels like an insurmountable problem and because we don’t know where to start, we simply don’t. The fact that Plan know that girls are the best place to start is so simple and arresting that it demanded a narrative to make people really stop and think about the possibility.”

So, next time your daughter complains about going to school, show her this spot. Sure, she might not quite grasp the entire point, but she’ll a least be a bit more motivated to go. Credits after the jump.

Client: Imogen Wilson/ Leigh Daynes Plan UK
Creative agency: Leo Burnett
Copywriter: Laurie Smith
Art director: Steve Robertson
Creative Director: Justin Tindall (Dan Fisher/ Richard Brim)
Planner (creative agency) Josh Bullmore
Production Company Partizan
Director: Kompost
Editor: Jonathan Casey
Post-production: Framestore
Audio post-production: Wave
Exposure: CNN & cinema

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