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Premier Inn Convoy to Ukraine

Branded documentary

Branded documentary and PR campaign, covering Premier Inn’s mission on a convoy to Ukraine to donate 2000 mattresses to refugees.

3,000

km travelled

6

countries

6000+

organic views

1800+

engagements

4

news pieces

1.7b

reach

Execution

Our previous experience of documentary production and a quick pitch process took us on a convoy to Ukraine, from Northampton to Dnipro, to deliver 2000 mattresses to those in need. We assembled an agile documentary team to travel in the support van and capture the delicate story, without delaying the convoy on their time-sensitive mission. It was a logistical challenge, navigating six countries, including the Polish and Ukrainian border, before passing the baton and remote directing a Kyiv-based production partner to cover the final leg of the journey.

The human element of the story was crucial. We had to ensure that the voices of the Ukrainian families were heard above all. However, we still needed to consider the brand requirements and be sensitive to the ever-changing global political landscape. - Dan Higginson - Director

Results

The documentary was launched on Premier Inn’s channels with a focus on LinkedIn to amplify their corporate social responsibility efforts. The story of the convoy to Ukraine was soon picked up by multiple news outlets, including The BBC and The Evening Standard, which led to a huge increase in reach and engagement.

On a larger scale, the film acts as a testament to corporate responsibility and intuition, encouraging other big brands to follow suit.

Director

Daniel Higginson

Producer

Andrew Harrison

Camera

Callum Whitley

Editor

Daniel Higginson

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