We teamed up with Universal Channel to create a thought-provoking campaign, celebrating real-life individuals who demonstrate uncompromising integrity with heart. This brings to life the brand proposition of ‘100% Character Uncovered’.
The first of the four films shares the story of Amir Miah, a social entrepreneur from London. We learn all about him and how he has turned his life around. After growing up in the midst of crime, unemployment and deprivation Amir founded ‘Your Bike’, a youth led social enterprise that provides opportunities for young people by working directly with the police to up-cycle stolen bicycles. He shows that not all inspiring characters are fictional.
To accompany the four films, a family of social assets and engagement pieces will be launching on Universal’s Facebook and Twitter channels, including 360 films and competitions.