There are over one million active mines around the world ready to explode, maiming or killing innocent civilians. Imagine living in constant fear of stepping on a landmine while simply walking to work, or that your child steps on a mine while playing outside. This is the heartbreaking daily reality for millions of people in 60 countries and territories around the world. Decades after conflicts end, civilian casualties from landmines continue with horrific consequences for innocent civilians which goes on for decades. Wars may have a clear end on a political and military level, but the repercussions on civilian casualties ticks on inexorably for years and years to come.
Nobel Peace Prize winning NGO Handicap International, also known as Humanity Inclusion, helps victims of mines in conflict zones. They have launched an awareness and fundraising campaign to help those innocent civilians most in need from the horror of landmines.
‘Real Minesweeper’ is a multi channel campaign created by Antwerp based independent creative agency Mutant. Spearheading the campaign is a recreation of iconic 90’s game ‘Minesweeper’ which features a grid of clickable tiles, with hidden "mines" scattered throughout the board. The objective is to clear the board without detonating any mines. Players of this version of the game can experience for themselves how it feels to walk in the shoes of real de-miners in Ukraine, Iraq and Laos. Whilst playing a game of Minesweeper, we are introduced to some of the victims and 270 Minesweeping heroes who clear contaminated areas every day, and for whom, this is no game.
This new digital experience is accessed via a web browser on desktop and mobile at realminesweeper.be. Supporting the digital experience is a TV, digital, cinema and print campaign running on Belgian national television, cinema and online from 27th November until 5th December.
Funds raised are used to de-mine contaminated areas, organise awareness sessions teaching children and adults how to recognise mines and avoid accidents, facilitate access to prosthetics, rehabilitation care and psychological help.
This professional campaign titled 'Real Minesweeper' was published on November 27, 2023. It was created for the brand: Handicap International, by ad agency: Mutant. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 3 months ago by Brooks: Zoe.
Brand: Handicap International
Client: Antoine Sepulchre, Nina Vanhuysse, Thibault Conrotte
Business Director: Maarten De Cuyper
Creative & Strategic Director: Odin Saillé
Creative Director: Ruben Van Maldeghem
Creative: Jonathan d’Oultremont
Copywriter: Simon Pyson
Copywriter: Iris Nuyts
Copywriter: Barbara Dzikanowice
Client Director: Chantal Claes
Client Manager: Tibo Gevens
Client Executive: Robin Mosch
Design director: Frank Schouwaerts
Designer: Tjen Colman
Web development: In The Pocket
Prod. Co.: Fledge
Creative Partner: Diederik Jeangout
Managing Partner: Roeland Jeangout
Director: Maria Leon
Offline edit: Maria Leon
Online edit: Joris Willems
VFX: Studio Plankton
Grading: Xavier Dockx
Sound Studio: Sonhouse
Voice: Axelle Red