As I started watching the video I felt like I could predict what was coming next, the machine gun hold ups, hidden land mines and the grenade explosions. But each scenario didn't quite play out how I expected. The bloodshed was replaced with crayons, bubbles and children's laughter followed by the campaign slogan, 'Where Childhood thrives, war does not'. Canadian ad agency, John St teamed up with the non profit organisation War Child to launch its new campaign 'Jam', which aims to raise awareness of the thousands of children affected by war globally. Every time I watch the video I cant help but feel relieved by its ending, with the combination of a powerful concept and stunning cinematography the campaign comes to life and creates an immediate impact.