Initiatives — Hugo Bone
I MADE THESE FROM SCRATCH
Over the years I’ve brought a number of passion projects to life, making them happen through sheer tenacity. Here are a few.
HER DISEASE
I had the idea and knew it had to be made. So I approached a client and sold it in. I then convinced Stink Films to make it for free. I convinced a photographer to shoot the stills for free. I convinced Mark Strong and Jodie Whittaker to provide their voice talent for free. I convinced London's premier sound designer to work on the film for free. I convinced JC Decaux and Ocean Outdoor to give us some outdoor sites for free. I convinced Pearl & Dean to give us some cinema space for free. And I convinced News International to run it in The Times and The Sun for free. It was a marathon. And I’d run it again tomorrow.
- Gold, TITAN Health Awards
- 3 x Gold, NYX Awards
- Finalist, Third Sector Awards and 4 others
TOURETTE’S ACTION
My son has Tourette’s, so I know better than anyone that the condition is catastrophically misunderstood. I wanted to help, so I contacted the CEO of Tourette’s Action and made the case for a campaign. That became Tourette’s Hurts, which went out on BBC News and BBC Breakfast. Then came Misunderstood, a Nina Simone cover sung by a choir of people with Tourette’s.
- Misunderstood: Winner, Best Small Charity Film, Third Sector Awards
- Misunderstood: Shortlist, Gerety Awards and Purpose Awards
- Hurts: 4 x Gold, NYX Awards
HIDDEN HELP
This little-known Cornwall-based charity helps people who society ignores by providing them with cutlery, furniture and other basics. I have a connection to Cornwall and was moved by the story so got in touch and made this campaign happen.
- Silver, Drum Awards, Copywriting
- Shortlist, Kinsale Sharks, Art Direction
- 3 x Gold and 1 x Silver, NYX Awards
THE MAC GIVEBACK
Ad agencies are obsessed with their green credentials, yet have stacks of macs and other tech just lying around unused and unloved. To make use of it – and to inspire the next generation of creatives – I came up with this initiative, inviting agencies across London to donate their unwanted tech to Shoreditch-based charity The Switch to pass on to schools in the area. I also found a tech recycling partner who agreed to collect and refurbish the macs for free.