Armoury filmmaker Jack Laurance directs for new Colgate Campaign

The latest work from Jack Laurance for Colgate is in partnership with charity organisation Change Please, a non profit social enterprise organisation who aim to tackle homelessness.

For many people, access to quality dental care is often taken for granted. We hear from Raphael, who experienced homlessness at age 17 and is now an employee of Change Please, on how vital it is to have access to dental care as a homeless person. He explains the significance of the Driving for Change buses, which offer free primary dental care for individuals in London’s homeless communities.

Jack Laurance’s direction is focused on the human aspect with a great use of close ups, allowing the stories of the people to be front and centre, and these are the stories of real people who have had real struggles.

Laurance says that the ad “really highlights the basic needs unavailable to people who are having a bad moment in their lives.” Asked if he set out to amplify the voice of the underrepresented, Laurance said that Armoury’s ethos is "to create advertising that has the potential to change people's belief systems, not just to sell stuff." He finds a project or a story interesting when they are “stories of real people who had real struggles.”

The Driving for Change buses are open weekly between 9:00-16:30 on Wednesday (Queen Victoria Street, EC4V 4BT), Thursday (Mare Street, E8 1EA) and Friday (Gillett Square, N16 8AZ).

Credits

Client: COLGATE

Group Brand Manager: Beth Reeves

IMC Media Manager: Rachael Morgan Jones

Product Manager: Alonso Ramirez Perich

Charity Partner: Change Please

DFC Service Managers: Ashanti Williams & Tim Gibbs

Global Head of Brand: Emmanuelle Davidson-Merritt

Director of Impact: Laurence Higgens

Agency: Wavemaker

Partnerships & Sponsorship Director: Abigail Russel

Media Partner: Channel 4