In recognition of World Refugee Day, TikTok star Nathan Evans, who has gained wide popularity singing sea shanties, has partnered with creative agency BMF and production company FINCH for the release of ‘The Reluctant Shanty’ to tell the story of the “reluctant sailor”, refugee survivors.
The public awareness campaign features three Australian refugees and was released across TikTok, PR, and Instagram and aims to raise funds for the UNHCR, through Australia for UNHCR.
According to the Reluctant Shanty website: “Reluctant Shanty is the first sea shanty based on the experiences of refugees, who’ve embarked on dangerous sea crossings in search of safety, and survived to tell their story.
“A song to remind us that every year countless people around the world are forced to flee their homes because of conflict or persecution and become reluctant sailors.”
“Sea shanties are a 400-year-old genre of music developed by sailors to tell stories of adventure at sea. But today, not all sailors want to go to sea,” said Doug Hamilton, creative director at BMF.
“The Reluctant Shanty is the first shanty based on the experiences of refugees, who’ve embarked on dangerous journeys by sea, in search of safety and survived to tell their story.”
This World Refugee Day, I’ve teamed up with @Australia for UNHCR to launch the TheReluctantShanty. A sea shanty based on the experiences of refugees, who’ve embarked on dangerous journeys by sea to escape persecution and conflict. Please duet it to help raise awareness of these reluctant sailors, and support UNHCR’s work helping displaced people across the globe. #Australiaforunhcr #TheReluctantShanty #ReluctantShanty #nathanevanss
“The most important part of this project for me was making sure that the humanity of our three heroes shone through,” said Kyra Bartley, Director at FINCH.
“The elevated visual approach gave us the symbolism and cinematic scope we needed, whilst still maintaining a raw intimacy that cuts right through to your heart.”
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Art Director: Jack Robertson
Copywriter: Robert Boddington
Head of Art & Design: Lincoln Grice
Designer: Alex Kidd & Yoon Park
Chief Strategy Officer: Christina Aventi
Chief Executive Officer: Stephen McArdle
Account Director: Rebekah O’Grady
Head of TV: Jenny Lee-Archer
Agency Producer: Jessica Vella
Production Company: FINCH
Director: Kyra Bartley
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Nick Simkins & Bryce Lintern
Post Production: Atticus
Editor: Delaney Murphy
Post Producer: Kani Saib
Sound Production: Rumble
Lyricist: Robert Boddington
DOP: James Brown
Photographer: David Collins
Integrated Producer: Simone Plaza
Digital Producer: Samuel Elliott
Web Development Partner: 2DM
Creative Services Director: Clare Yardley
Client: Australia for UNHCR