Using music and words we created a fully interactive campaign based around ‘mash ups’.

World famous musician Paul Hartnoll from Orbital and hot digital film director Dennis Liu recorded and filmed real kids expressing themselves in just a single word or sound.

Paul created a unique music track, which Dennis then projected along with accompanying images live onto the walls of an urban landscape. The footage became a commercial, which drove kids to a website where they could make their very own mash up and enter it into a competition where the winning entry would become a real TV ad.It is the first ever ChildLine campaign to talk directly to its main target audience, children. It speaks to them on their level, doesn’t patronise and treats them with respect.The online remixer tool gave kids space to express how they’re feeling in a creative and interactive way.

Over 700 remixes were entered into the competition.

The winning remix, 'In My Head' by xRach14x was chosen by Paul Hartnoll himself and aired on MTV Shows, at 8:15pm, Sunday, 21st March 2010.

The remixer tool helped raise awareness of the ChildLine site, which saw an increase in traffic by 65%.