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Agency Network: 
Published/Aired: 
July 2009

Description

Film advertisement created by McCann, United Kingdom for Medecins Sans Frontieres, within the category: Public Interest, NGO.

Advertising Agency: McCann Erickson London, UK
Creative Directors: Simon Hepton
Art Director: Simon Hepton
Copywriter: Matt Crabtree
Photographer: Robert Wilson
Production company: McCann Erickson/Framestore/Eardrum
Media: Phil Tattersall, Alice Pott
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Highest Rated

Guest's picture

so bad

Guest
alexander_bickov's picture

Geat and simple message!

alexander_bickov
Activity Score 3281
Guest's picture

so bad

Guest
valayamadvertising's picture

sorry if some one misses the lines on the screen the message is lost - when lines are mised visual should convey the meaning
www.valayam.com

valayamadvertising
Activity Score 244
Creative Director at VALAYAM CREATIONS |

www.valayam.com, www.valayam.com/blog

Guest's picture

Good point, but just want to say that it was designed for the cinema, so hopefully that won't be an issue.

Pete

Guest
magedmaher's picture

I really felt passionate about them

magedmaher
Activity Score 17
Jesterbrand's picture

So it's Doctor's Without Borders then? Same people or no?

Anwyways, simple and effective... I'm depressed now...

Jesterbrand
Activity Score 142
Creative Director
Guest's picture

They should have used the mental aspect of it.

Besides that, dragging someone into a heavy story and then only asking them to remember a name is doing just that. Telling people you still exist. That you haven’t merged with another organization. That you are still visiting places where it matters. And therefore you count on peoples blessing.

So, what seems to be the problem here? Is what most viewers will be thinking.

In reality you communicate your problem to raise awareness. Which in these modern days will be seen as old thinking choosing bad strategy. Consequently you are nibbling at the very foundation of your brand’s trust.

Attention is no tool, money is.

Guest
Catwah's picture

This would have been better if the child's moan wasn't repeatedly looped. It REALLY spoiled the feel of the ad.

Catwah
Activity Score 58
Art Director
Guest's picture

Unfortunately I have to agree. The sound design just didn't deliver.

Guest
kurtberengeiger's picture

Unfortunately I have to agree. The sound design just didn't deliver.

kurtberengeiger
Activity Score 7330
Copywriter
Janae's picture

it doesn't sound like the child has any kind of pain, it reminds me more of an laughing adult.
a dramatic classic music would fit better or just a real child crying and not repeating all the
time.

Janae
Activity Score 385
Guest's picture

Hi, Pete from MSF here. I didn't make the advert, but I believe that it was a straight piece of audio. Does sound like a loop though I agree...

Guest
kurtberengeiger's picture

Hide everybody, it's the client! ;)
Just to be clear. I do like this advert...

kurtberengeiger
Activity Score 7330
Copywriter
Guest's picture

Well I really enjoyed the concept - and I have a little problem with the looping of the child cries... But not so much, and the intensity and violence you could sense is enough for me . Love it really, but still some weaknesses in it - nobody's perfect :-)

I think that simple message is the way to go with advertisement. And for the written message , on a 12 meteres large screen , there won't be any problem to read it.

++

Fabien

Guest
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