Title	CROSSES
Brand	RED CROSS FLANDERS
Product/Service	VOLUNTEER PROGRAM
Category	D01. Social Video
Entrant	DUVAL GUILLAUME Antwerp, BELGIUM
Idea Creation	DUVAL GUILLAUME Antwerp, BELGIUM
PR	DUVAL GUILLAUME Antwerp, BELGIUM
Production	DUVAL GUILLAUME Antwerp, BELGIUM
Production 2	AMP AMSTERDAM, THE NETHERLANDS

Name	Company	Position
Joey Boeters & Nik Sluijs	Duval Guillaume	Creative team
Dries De Wilde & Koenraad Lefever	Duval Guillaume	Executive Creative Director
Jasper Declercq	Duval Guillaume	Creative team
Luc Botten	Rode Kruis - Vlaanderen	Communications Director
An Luyten	Rode Kruis - Vlaanderen	PR Director
Patrick Clymans	Duval Guillaume	Head of Account Management
Jet Vervenne	Duval Guillaume	Account Manager
Dorien Van Antwerpen	Duval Guillaume	Account Executive
Laurent Lejeune	Duval Guillaume	Graphic Designer
AMP Amsterdam	AMP Amsterdam	Sound Design Arrangement
Bart Callaerts	Duval Guillaume	Animation
Kathy Van Looy	Duval Guillaume	PR Manager
Marjan De Beule	Duval Guillaume	Digital Strategy Director

The Campaign

In order to open people's eyes and draw their attention to the significant and essential role that the Red Cross and its volunteers have within our everyday lives, we made a film that would confront them with the enormous impact of this social profit organisation through history. The film shows a series of figures about historical crosses and the casualties that were linked to them during conflicts through different centuries. The film ends by showing the Red Cross that has not caused any casualties, but on the contrary has been responsible for the fact that the lives of almost 41 million people were saved when they were in need of assistance. By illustrating the wonderful contribution of the Red Cross and its volunteers to our society this way we wanted to trigger people to support the Red Cross and to become a volunteer themselves.

Creative Execution

The film shows one historical cross after another and each time shows the figures of the casualties linked to it. The film is supported with an impressive and specific soundscape for each cross, taking people back to the specific age where these crosses had a bad impact on society. Each cross and the number of casualties is presented with a different animation causing the film to progress fluently and consistently. The design of the graphical elements in the film is minimalistic to create a serene atmosphere to communicate this delicate yet powerful message. http://crosses.somethingdigital.be/#idea

At the time of submission the campaign will only just have started so it’s a little soon to be able to give a full report on the results. But what we can say is that the film was well received by approximately 14.000 volunteers of the Red Cross Flanders. And if a large number of them will decide to share this film on social media this will already be a great kick-off of the campaign.

We focused on creating a film that would have the potential to go viral. We started from a provocative thought that there were a lot of crosses during history that had a bad impact on society and caused large numbers of casualties. We didn't even hesitate to integrate crosses that today are still present in our lives. We wanted the creative idea to be neutral, but at the same time provocative enough so that it would start conversations amongst people. And we launched the film through an approach with different phases. Because of the delicate character of the execution we first launched it within the Red Cross organisation itself with an internal campaign. As it was extremely important that the Red Cross collaborators and volunteers would support it. In a second phase we launched it to the broad audience at the occasion of the International Day of the Red Cross.