A Mince Pie with Nighy: The Jo Cox Foundation
St. Luke’s is proud to reveal our latest work for the Jo Cox Foundation as part of 2017 Christmas campaign #MincePieMoments. ‘The Tale of the Lonesome Pie’ is a 3-minute short film, written, produced, and directed in-house, starring Bill Nighy.
In November, St. Luke’s was approached by the Foundation, who asked if we could help with their Christmas campaign. After our work for the Jo Cox Commission earlier in the year (see here), we were delighted at the prospect of putting our talents to such good us again. The only problem – we had just 3 weeks to turn everything around!
On an incredibly tight schedule the St. Luke’s team quickly wrote a moving script, secured a location, and most importantly found the right man to tell the tale!
Bill Nighy has been a supporter of the Jo Cox Foundation since the start, speaking at the memorial for Jo Cox in the summer of 2016, and was more than happy to lend his talents to the cause. Sat surrounded by Christmas décor and beside a roaring fire, Bill lends his signature touch to the script written by Mick Brigdale, reminding us that it takes just a small moment to make a difference to someone’s Christmas.
The shoot itself was testament to the resourcefulness of the production team. The location (an Oxford Street pub) was secured on just 2 days’ notice, and as Bill had multiple other charitable obligations that day we had just two hours shoot time to get the footage. But, ever the professional, Bill turned up bang on time and delivered a flawless take, much of which appears in the final cut.
The film was promoted on Facebook, where it received over 1 million views, 14,000 shares, and 11,000 likes. Tweets from Stephen Fry and a feature in The Sun also contributed to exposure online, with the final video becoming the Foundation’s best performing video of all time. The film was also screened at The Regent Street Cinema on December 18th, and was shown as pre-reel at the cinema’s December showings.
St. Luke’s is incredibly excited for the year ahead, with plenty of ideas already for the Great Get Together this summer! You can find out more about the Foundation’s work and keep an eye on our future projects at https://www.jocoxfoundation.org/