'The End' Has Come for Poverty

The one thing we miss the most from the Golden Age of Hollywood apart from films under two hours not about superheroes? The glamorous end titles that said definitely 'The End' after Bogart flew away from Ingrid Bergman at the close of Casablanca or Charlie Chaplin kisses the blind flowerseller at the conclusion of City Lights *wipes away tear*.

Another thing we'd like to see a definitive end to? Poverty. Luckily, Y&R London have used the beauty of those titles to help end it, with The End, which combines vintage-looking titles with the info that 'extreme poverty has been halved in just fifteen years. Together we can make it a story from the past.'

CCO of Y&R Jon Burley said of the campaign, “Oxfam’s commitment to end extreme poverty is admirable and real, and it deserves a creative idea with the ambition to match. The use of classically-designed cinematic end titles to deliver the belief that poverty is a condition that should be consigned to history is a beautifully simple yet powerful construct, and we’re extremely proud of the impact and timeliness of this campaign…”