Sophie Lancaster Video

Back in May we entered the DMA GRT Awards. The brief was a toughie, to change perceptions of young people to become more tolerant of one another - for the Sophie Lancaster Foundation. Sophie Lancaster was a victim of hate crime - she was kicked to death by a gang of boys because she looked different. So the topic was very emotional.

We were shortlisted for the award and on the day we had a series of one to one feedback with the judges. It seemed that our work was not emotive enough and that we should have made more of Sophie's story - which was true.

And today on Creative Review I see the video Propaganda have made for the organisation, which will be played on MTV.

It's made beautifully, the music is perfect and it's a great cause with a great message, but is that enough?

For a story so horrendous, the scene where the couple are attacked is such a minor part. With using animation especially, it seems they could have made more of it.

The task is so huge, will it really make the MTV audience stop and think?