McCann Erickson and UM have teamed up to launch a campaign on behalf of Médecins Sans Frontières (Doctors Without Borders) in a bid to cast light on the charitable organization.
The brief was to communicate Medécins Sans Frontières’ unique approach to aid work.
They maintain complete independence from all political, economic and religious powers; consequently, they don’t let anything get in their way of delivering aid.
The ‘Darkness’ execution delivers a perfect example of this stubbornness; a refusal to give in even when basic provisions are lacking. The headline states ‘Performing emergency surgery in a war zone is dangerous enough.
Now imagine you can’t see your patient.’ The unique visual technique which purposefully makes it physically hard to read the headline ensures disruption and stand-out in a category of clichéd convention.
Phil Tattersall of UM and Chris Marjoram of IPM teamed up to plan and negotiate space for the truly unique creative. The campaign launches on the 18th of May and is set to run for two weeks on 48 sheets around the city, graciously supplied for free by CBS Outdoor.
“We are very grateful to the team. Not only have they created an ad that will catch peoples' attention and make them think about conditions experienced by our staff and patients in some of the most difficult places in the world, but they've also done it all for free.”
Phil Tattersall, Managing Partner in Charge of Client Services at UM said:
“UM are delighted to help in getting this incredibly important message out to the masses. We are also very grateful to the media owners who recognised the campaign’s importance and offered free space: CBS in particular. We are hoping that the unique creative supplied by McCann will entice people to delve deeper and learn more about this truly amazing organisation and the impact it has on people’s lives the world over.”
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