This 'Film is Fragile' Ad Aims to Preserve Britain's Film Archive

 - Oct 23, 2015
References: adweek
This stunning mashup of cinematic film scenes from the British National Film Archive aims to raise awareness for the 'Film is Fragile' campaign. This particular campaign is seeking public support to preserve the stories contained within the film archive.

The clever advertisement uses clips from dozens of Britain's amazing films. The clips were carefully selected to feature a chase scene. Instead of the characters running from an antagonist, they are running from what appears to be a consuming liquid such as lava. The ad is emphasizing the point of protecting these iconic films before they are wiped out forever.

This clever ad for Film is Fragile was created by Carl Addy. The ultimate goal is to show the audience "why the British Film Institute's restoration efforts are worthy of public donations."