Médecins Sans Frontières 'boy' by McCann Erickson London

4.8 4 Votes

Médecins Sans Frontières (MSF) is highlighting the work of its front-line doctors in a new cinema campaign created by McCann Erickson London.

The impactful spot focuses on a run down concrete house in a desolate landscape. The sound of a crying child is heard throughout the ad, which explains the horrific circumstances that have caused the child's grief.

Pearl & Dean and Viacom have donated media slots for the ad which will be running in Cinemas nationwide from the 6th August. 

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Credits

Project
Boy

Client
Polly Markandya, interim head of communications; James Kliffen, head of fundraising, Medecins Sans Frontieres

Brief
To communicate the challenges facing MSF's aid work in a way that avoided the problem of ‘charity fatigue': immunity to the conventions of charity advertising.

Copywriter
Matt Crabtree

Art director
Simon Hepton

Media agency
Universal McCann

Media planner
Phil Tattersall, Alice Pott

Production Company
McCann Erickson/Framestore

Post-production
Framestore

Exposure
Cinema

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