More In Common
Britain’s Choice
We live in polarising times, but we have a lot more in common than some may think. It is the mission of More In Common to show how much we share, and we worked with them to create this whiteboard animation introducing the British 7 and the resources on their website.
The Scrapbook
The Brief
It was crucial that our animation was relatable to a wide range of societal groups, in line with More In Common’s work. The keystone of this relatability came in the form of our character design. The design of our characters and the tone of our animation had to be carefully presented, representing the societal groups in an engaging and playful way which was at all times respectful.
The Explainer Video
Our animation was warm and engaging from the outset, opening with gently positive music and a warm and inviting voiceover. These helped us set the tone as we introduced the work of More In Common. Relatability was included at this early stage through the inclusion of relevant and recognisable imagery and references such as ‘Eat out to help out’ and UK Government messages around coronavirus. This was taken to a new level as the film’s centrepiece was revealed and the seven key groups were introduced.
This was done through a combination of character and setting, such as the Progressive Activists group introduced in the relatable setting of a coffee shop while the characters engaged in familiar activities. The use of speech bubbles added further charm and established group identities, as the voiceover explained each of the seven groups included in the research. The centrepiece connected these groups and acted as a dynamic and engaging data visualisation device, changing to reflect statements made by the voiceover.
Concluding in a clear call to action that invited viewers to engage further with the project, the animation introduced the purpose and process behind the research while always highlighting that we are more united in our views than we may think.
About the Client
More In Common operates across the United States, UK, France and Germany - where they undertake projects to build more resilient societies and tackle issues such as polarisation. Moved by a sense of profound urgency and hope, their projects feature partners like the National Immigration Forum in the United States and build bridges in the UK through cultural exchanges with partners like social start-up, The Roots.
The Context
Find out more about the Britain’s Choice project and their research, and read the full report over at the More In Common website.
