AIME goes global to address inequality in campaign by M&C Saatchi
Australian charity AIME is expanding globally, kicking off the launch with a short film which aims to address inequality in society.
The animated piece of work, by M&C Saatchi Sydney, Academy Award winning director Laurent Witz, and his team at Zelit productions, aims to illustrate the unfair system the world is build upon.
‘Cogs’, which took a year to make, is set in a giant machine city which is divided by two engines.
Two boys meet on a hill, however are unable to sit together as they are clipped to separate engines.
Realising the unfairness, the hero of the film unclips himself from his engine and runs to meet the boy in the ‘forgotten engine’.
A tagline at the end of the film reads: “If we want to change the world, we need to change the way it works”
AIME was launched by co-founder and CEO Jack Manning Bancroft, a young aboriginal man who wanted to bridge the inequality gap through education.
He is currently looking for ten young people in the UK and US to set up the AIME program in their chosen university.
The program sees university student volunteers partner with under-privileged high school students through mentor relationships.
Bancroft said he has no doubt the program will be able to “change the globe.”
“If we want to change the world, we need to change the way it works. Inequality is an epidemic. The richest 1% of the population have accumulated more wealth than the rest of the world combined.
“AIME allows everyone around the world to play a part in changing this broken system. Our programs are crafted with the power and resources to improve the lives of millions of people globally.
“I’ve seen the change for twelve years and have no doubt that this program can and will change the globe. It’s time for the mentors to rise.”
Andy Flemming, M&C Saatchi’s group creative director said the “simple vision to heal a broken society” attracted award-winning director Witz to the project.
“In these truly troubled times, it’s humbling to be part of a group of truly visionary people who want change the world through absolute positivity.
“AIME have taken thousands of kids who were on the path to unemployment, gangs (or worse), and through mentorship showed them the path to a better world,” he said.
“It was their simple vision to heal a broken society that attracted Laurent Witz and his incredible team to the project, and almost a year later, their beautiful film has brought AIME’s mission to life. We couldn’t be more proud of it.”
M&C Saatchi’s worldwide chairman, and chairman of the AIME Board, Tom Dery, added: “The fact that one of the leading animators in the world was prepared to devote his organisation’s services to such a degree just highlights the passion everyone involved has for this project.”
Credits:
- Charity: AIME
- CEO: Jack-Manning Bancroft
M&C Saatchi
- Worldwide Chairman: Tom Dery
- Executive Creative Director: Michael Canning
- Creative Director: Andy Flemming
- Copywriter / Art Director: Curt McDonald
- Copywriter / Art Director: Chris Brailey
- Lyrics: Andy Flemming
- Executive Producer: Loren August
- Chief Strategy Officer: Justin Graham
- Strategy Director: Rachel Kimber
- Senior Account Director: Laura Stevenson
- Account Manager: Stephen Mesa
- Designer/Illustrator: John-Henry Pajak
- Integrated Designer: Chi Yusef
- PR: Naomi Rheinberger and Jonathan Seidler
- Former CCO: Andy DiLallo
Production:
- Agency: Zeilt Productions
- Director / Head of Animation: Laurent Witz
- Animation Director: Mickael Coëdel
- Producer: Joane Degive
- Creative Assistant: Ghayth Chegaar
- Composer: Olivier Defradat
- Singer: Marion Pejon
- Sound Design: Adrien Navez
- Sound Mixer: Olivier Defradat
Animation:
- Background Modelling: Laurent Beghin, Thierry Claude, Mickaël Coëdel, Pierre Gilles, Aurélien Pira, Théo Rambur, Yann Vlamynck
- Compositing: Aurélien Pira
- Background Texturing: Pierre Gilles, Yann Vlamynck
- Paint Over: Pierre Gilles
- Character Modelling: Laurent Beghin, Quentin Peyssonneaux
- Character Texturing: Quentin Peyssonneaux
- Matte Painting: Guy Gérard Blanc, Jean-Loup Comby, Pascal Thiebaux
- Layout: Jean-Loup Comby, Frédéric Wedeux
- Colour Research: Cyril Bossmann, Ghayth Chegaar
- Design: Cyril Bossmann, Ghayth Chegaar, Jérôme Gillet, Pascal Thiebaux
- Colour Research: Jérôme Gillet, Nicolas Leroy
- Storyboard: Jérôme Gillet, Pascal Thiebaux
- Texturing: Cyril Bossmann
- Lighting: Cyril Bossmann
- Rendering: Cyril Bossmann, Camille Haumont
- Character Creation Supervision: Ghayth Chegaar
- Animation: Ghayth Chegaar, Mathieu Cox, Louis Renard, Sarah Sutter
- Animation Supervision: Kevin Cole-Zagradsky
- Technical Supervision: Rémi Bruschini
- Rigging: Théo Rambur
