gassproductions collaborated with the Benevolent Fund for the Institute of Civil Engineers in early 2020. Our brief was to create a short social documentary about one of their members, Stuart. The ICE Benevolent fund had given crucial support to Stuart and his family when he was diagnosed with a terminal illness. The film portrayed the crucial assistance the organisation provides. To complement this mini-documentary, gassproductions also created a short ad for social media to outline the services the ICE provides to its members. To ensure the films would attract new members to join the ICE Benevolent Fund, gassproductions created a managed LinkedIn ad campaign. The campaign ran for 14 days and attracted a significant number of non-members to follow the ICE's LinkedIn feed.