An emotional ad voiced by rapper AJ Tracey that captures the hopes and dreams of young people from the estate surrounding Grenfell Tower is being released today, as its creators call for the ad industry to buy shirts and help keep the dreams of these young people alive.
Dream Carriers is an 85” spot advertising the new Nike kit for Grenfell Athletic FC, the football team set up for the survivors, bereaved and wider community of the 2017 Grenfell Tower fire.
The shirt, which will be worn by Grenfell Athletic men’s and women’s teams, carries drawings of the dreams and ambitions of the community’s young people.
In the film, created by Brothers & Sisters — who also designed the shirt — and directed, animated and produced by Electric Studios, the same young people express their big dreams and aspirations, in the face of the insight that young people from less privileged backgrounds tend to see their dreams fade quicker than those from wealthier communities.
The Dream Carriers project aims to raise funds to enable the club to mentor more young people and give them opportunities and experiences to which they wouldn’t normally have access. There are already a number of youngsters on a mentoring and work experience programme, including from a top lawyer, a vet, an estate agent and a record company exec.
Grenfell Athletic FC has seen huge support from brands such as Nike, Mercedes, Soho House and Cadburys since it was set up, with each proving the power of brands in driving forward a vital community project.
And to coincide with the release of the Dream Carriers creative, Andy Fowler, founder and ECD of Brothers & Sisters, together with CEO Matt Charlton, is appealing to more brands and agencies to support the initiative by placing bulk orders for the Nike shirts with Kitlocker. With all profits from the shirts going to the football club, every purchase is positively impacting the lives of the young people affected by the tragedy, helping more of them receive mentoring and have life-changing experiences.
Featured image: Dream Carriers / Brothers & Sisters with Nike