Stockholm City Mission's generational challenge

With the festive flurry now fully upon us, our screens are filled with messages about the joys of family time and parent-child bonds.

For its seasonal spot, Stockholm City Mission and TBWA Stockholm aren't looking at the gifts that are passed down between generations, instead drawing attention to cycles of poverty and vulnerability that many inherit.

Presented in a powerful and moving film directed by new-land's Maceo Frost, the campaign follows a single family through decades of difficulties; the actions and behaviours both unflinching in their intensity and portrayed with empathy to make a heartfelt and compelling point.