BEING POOR IS EXPENSIVE

TitleBEING POOR IS EXPENSIVE
BrandKIRKENS BYMISJON
Product/ServiceAWARENESS FOR CHILD POVERTY
Category A01. Direction
Entrant ANORAK Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
Production BACON OSLO Oslo, NORWAY
Credits
Name Company Position
Magnus Høgberg Hansen Anorak Creative Director
Pål Høyer-Andreassen Anorak Creative Director
Kine werenskiold anorak Account Director
Hege Iren Dyrseth Anorak Project Director
Louise Pedersen anorak Designer
Thea Helgeland anorak Content Manager
simen hanssen anorak Planning Manager
Kristian Lyse anorak Account Director
Maja Berthelsen anorak Graphic Designer
Line Blokhus anorak Content Manager
Nøkkvi Thorsteinsson anorak Designer
Marc Reisbig Bacon Director
Audun Lyngholm Wittenberg Bacon Executive Producer

Write a short summary of what happens in the film

The film is called: more for less. It starts with fashion influencers giving the viewer tips lik: buy basic clothes in neutral colours because they are easier to combine with other clothes. The film continues to give style tips about how to get more style for less, but gradually the advice change. Less fashion influencers and now focusing more on how to hide that you can't afford the same things as others and how to keep up appearances. Bus fare is expensive, walking is free, just don't let anyone see you walking everywhere. Don't get involved with sports, you can't afford to really commit anyway. Never bring friends home. Keep everyone at a distance, even close friends. The film ends with the fact that 1 out of 10 Norwegian kids grow up in poverty and that they do whatever they can to hide their situation.

Cultural / Context information for the jury

Norway has one of the highest standards of living in the world and is ranked among the best countries to live in overall. Growing up poor in the worlds richest country is hard. Poverty is not something people talk about, and it's often stigmatised as being their own fault. Children don't choose their family and they can't change their circumstances. So they hide it, and very few people know that 1 out of 10 grow up in poverty. Telling this story about what kids in poor families do to hide their situation, along with the fact that this is more common than people think, helps the kids in question by letting them know they are not alone. We also remind other kids what they take for granted, and build empathy for others situation.

Tell the jury anything relevant about the direction. Do not name the director.

The film was shot entirely on analog film. The direction is in the same style as when high fashion plays with low-fi artistic expressions and street fashion elements. The lo-fi vintage look combined with fashion models in an industrial setting gives the film a fashion feel in the beginning, but as the story progress this same elements give the film a more documentary feeling and visual credibility. The film is portraying how everyone is trying to look their best, while the means and ways of doing so are very different. The film is set to the tune of Labrinths "Mount Everest". A song well known for the target audience from the gritty HBO drama Euphoria about all aspects of teenage life. The song is a dynamic mix of “Yeezus”-esque hip-hop, Southern blues and classic soul – a “Nina Simone slash Screamin’ Jay Hawkins” hybrid, as Labrinth calls it.