We placed and licensed Rudimental's "Not Giving In" in the latest Oxfam campaign. When Mike and Jerry the creative team at RKCR heard "Not Giving In" they knew it was the right track to give their ad the uplifting feel they were looking for. This Oxfam ad takes a positive approach to fund raising, showing how lives can be changed for the better, rather than focusing on the darker side of poverty and hunger.

Rudimental were immediately up for being involved, and everyone pulled together to make this deal happen. A great cause, and a wonderful project to have been involved with.