In The Man Who Changes Mondays, we meet Jamaican-born, London train announcer, Carl Downer, as he goes about his work in one of the capital's busiest stations.
Carl goes beyond the call of duty, giving those who cross his path far more than directions and service updates; he brings his unique spirit of warmth, charm and humour to commuters, tourists and locals alike.
Carl has been in his role for over a decade, and we see the rapport he has built with customers and colleagues, and the singular and well-versed repertoire with which he entertains the crowds over the public announcement system.
As well as seeing Carl in action, we hear him talk about his beliefs and how life has shaped him. With his Rastafari philosophy of peace and love, and his authentic London attitude, Carl brightens up the underground, showing what a big difference small acts can make.
Cultural / Context information for the jury
The London Underground is infamously stressful - particularly at rush hour. It's a solitary environment where human connection and warmth is largely absent. It is rare for commuters to make eye contact, let alone talk, laugh or hug.
Carl's warmth and sunshine-filled messages break through this often bleak environment, and the way in which people respond to his openness and laid-back charm is truly unique.
As a Jamaican-born Londoner, Carl's dialogue is a blend of London and Jamaican cultures. His messages are inspired by his Rastafari philosophy of love and peace, influenced by his Jamaican upbringing and over a decade spent living and working in London.
Tell the jury about the casting process.
To launch our campaign for NIVEA, #ShareTheCare, we needed someone with an inspiring story that shows the big difference a little care can make. So we began a UK wide search.
We found a singing farmer, a thoughtful milkman and a dancing postman. And Carl, a train announcer who's been spreading peace and love on the London Underground for over 10 years.
With his bear hugs and wise words, Carl was the perfect person to show what a difference a little care makes. We watched him in action; we introduced him to our clients; our directors got to know him, on and off camera. In collaboration with Transport for London, we were able to film him at work. With someone as genuine and irrepressible as Carl, it was a matter of blending into the background whilst he did his thing, resulting in a film that radiates care - and character.