The Untouchables

Agency: Publicis


Imagine living a childhood without possibility of running with friends, playing ball in the yard, or even a mother’s embrace. As hard as it is to picture, this is the life of little Nastya, Max and 4,000 other kids all over Russia. They are called “the butterfly children” — those who were born with a rare genetic condition epidermolysis bullosa that occurs once in every 100,000 births. Their skin is so fragile that even the slightest touch causes pain and great damage.
However, now with the help of latest banking technologies, people can help the butterfly children without a single touch.
In December 2016, Citi and Mastercard launched an initiative — “The Untouchables” — with the aim to help BELA Fund raise donations to improve the lives of little patients all over the country. Even though currently there is no cure for epidermolysis bullosa, there are still ways to support butterfly children and their families in the lifelong endeavour that is living with this difficult diagnosis.
To this end, a series of customized posters with built-in technology of contactless payment has been created. A person can make an instant donation in the amount of 100 Rubles by simply waving a bank card or any other payment device in front of the poster. No touch required.
The posters can be found in the most popular 50 places around Moscow and St. Petersburg — restaurants, hotels, shopping malls — as well as in all Citibank branches in these cities.

This professional campaign titled 'The Untouchables' was published in Russia in April, 2017. It was created for the brand: Citibank, by ad agency: Publicis. This OOH Outdoor medium campaign is related to the Public Interest industry and contains 4 media assets. It was submitted almost 7 years ago.


Advertising Agency: Publicis, Russia
Technical Production: Uniteller
Film Production: Ceremony
Print House: Fotolab
Photographer: Dmitry Ageev
Music: Mujuice


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.