Animating the case for fairer tax

The Fairer Share campaign is proposing a shake-up of the current property tax system, in favour of what they believe to be a fairer approach. They say replacing both council tax and stamp duty with a single “proportional property tax” could benefit 18 million households.

Fairer Share’s brief to us: to create a campaign animation that would increase their reach, raise support across digital platforms, and provide a powerful asset for supporters to use when contacting MPs ahead of the 2021 Budget.

They say

Fairer Share needed an original creative asset that would have real impact online and help explain their mission with clarity. It also needed to be delivered to a tight deadline — in time to share ahead of the 2021 Budget.

According to Chairman Andrew Dixon, Scriberia exceeded expectations on all counts, delivering an animation that perfectly captured the tone of fairness and wisdom they were striving for.

“Scriberia’s interpretation of our brief was spot-on, and the whole process — from creative to delivery — was seamless. The animation perfectly captures the tone of fairness and clarity we wanted to achieve. We felt, from start to finish, we were in very safe hands.”

Andrew Dixon, Chairman, Fairer Share

We say

Animation has the power to convey a lot of information quickly and simply, and is a particularly effective tool for campaign awareness. When you want to grab the attention of an online audience, animation performs exceptionally well. It also allows you to use metaphor — especially useful when explaining something complex or dry.

In this campaign, we used a train metaphor to demonstrate the central message: that we are currently “on track” toward a more unbalanced and unfair tax system, and that urgent action is needed to change tracks and move in a fairer direction.

Fairer Share’s brand colours and an inky brush-and-paper texture gave the animation a learned tone — with the gravitas and authority of an editorial illustration.

“Animation is an incredibly powerful tool for campaign awareness — helping complex ideas land clearly, simply and memorably.”

Amy Wolfe, Creative Director, Scriberia

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