Big Issue’s Christmas Ad Uses One Take to Tell Real Vendor Stories in Real Time

Big Issue has launched its 2025 Christmas campaign with a ground breaking new advert, Issues We Face, filmed in one take and featuring real vendors telling their stories in real time.

Produced by Great Guns and directed by Dean G. Moore, the film was shot on Oxford Street amid busy crowds. Highlighting the everyday challenges faced by Big Issue vendors, it urges the public to 'stop, talk and support' this Christmas.

New research from insights agency Kokoro reveals that 63% of Brits believe people interact positively with strangers less than they used to. Observations of Big Issue vendors found that over half (54%) of their approaches to passers-by are ignored, impacting both earnings and wellbeing.

Jack Humphreys, acting marketing director at Big Issue, said, “This film reminds us of the importance of human connection, especially at Christmas. Our vendors show up every day, often in cold and wet conditions, to earn an income with honesty, energy and resilience. We’re incredibly grateful to them for sharing their stories so openly, and to our partners for helping bring this project to life.”

Drawing inspiration from the iconic opening shot of The Conversation, the film adopts a unique high-angle, real-time perspective. After an encounter with a Big Issue vendor, director Dean G. Moore realised the technique was the perfect way to portray their experience. He shared the idea with Unit’s Phil McCluney, who connected it with The Big Issue team - with whom the concept immediately resonated.

​Dean G. Moore said, “The intent behind the project was twofold. Firstly, I wanted to capture real vendors at work, in real time, as they had an honest and frank conversation about the real and relatable circumstances that led to their homelessness - and how The Big Issue has helped them. Secondly, to highlight how we - myself very much included - are often so caught up in our own busy worlds that we overlook those around us. That realisation was a big motivating factor behind making the film.”

To ensure the campaign told the right story and conveyed the impactful message, a long casting process was undertaken - meeting with a number of incredible vendors and hearing their stories. From there, Dean wrote and developed scripts for the online film and a 30s TVC, offering an authentic insight into vendors’ lives and experiences.