| Title | EYES OF ALEPPO |
| Brand | DEUTSCHES KOMITEE FÜR UNICEF |
| Product/Service | ANTI-WAR CAMPAIGN |
| Category |
A13. Charities & Non-profit |
|
Entrant
|
GREY GERMANY Düsseldorf, GERMANY
|
|
Idea Creation
|
GREY GERMANY Düsseldorf, GERMANY
|
|
Media Placement
|
GREY MEDIA Düsseldorf, GERMANY
|
|
Production
|
GREY GERMANY Düsseldorf, GERMANY
|
|
Production 2
|
E+P FILMS Hamburg, GERMANY
|
Credits
| Fabian Kirner |
Grey Germany |
Chief Creative Officer |
| Marjorieth Sanmartin |
Grey Germany |
Global Creative Director |
| Felix Lemcke |
Grey Germany |
Executive Creative Director |
| Joern Lemke |
Grey Germany |
Art Director |
| Alexa Quick |
Grey Germany |
Copywriter |
| Nora Zimmermann |
Grey Germany |
Art Director |
| Julian Jacobi |
Grey Germany |
Copywriter |
| Jan Billmann |
Grey Germany |
Art Director |
| Benjamin Hoefler |
Grey Germany |
Copywriter |
| Dirk Fischer-Rau |
Grey Germany |
Head of TV |
| Andrea Zellhofer |
Grey Germany |
Senior Producer |
| Michael Rewald |
Grey Germany |
Chief Marketing Officer |
| Anke Olesch |
E+P Films GmbH |
Executive Producer |
| Oliver Anlauf |
E+P Films GmbH |
Executive Post Producer |
| Julia Richter |
E+P Films GmbH |
Post Producer |
| Björn Wittrin |
E+P Films GmbH |
VFX Artist |
| Luisa Klein |
E+P Films GmbH |
VFX Artist |
| Claudius Stocker |
E+P Films GmbH |
Camera / Editor |
| Christian Schlamann |
E+P Films GmbH |
Camera |
| Peter Dippel |
E+P Films GmbH |
Camera |
| Juliane Spengler |
E+P Films GmbH |
1AD |
| Katarina Rutkowski |
Grey Media |
Group Head Media |
The Campaign
To remind people what war really means, we had to make them see it through fresh eyes. And we did it in a simple yet disruptive way: by taking the typical pictures from the war in Syria and comparing them with pictures people may not have seen before or might have forgotten - the beauty of Aleppo in peaceful times. To do that we used 3D cinema technology in a completely new way, to let the audience really feel the shocking contrast between Aleppo as it was and as it is now.
Creative Execution
We used modern 3D cinema technology like it’s never been used before. We placed two different films above each other. One of the films only consisted of vertical light waves, while the other only consisted of horizontal ones. Both films showed scenes from Aleppo that always matched each other in location, subject and perspective. But whilst one film showed the beautiful city of Aleppo before the war, the other showed the real face of war. So by simply closing one eye or the other the audience with their regular 3D glasses could switch between the before and after pictures.
We used modern 3D cinema technology like it’s never been used before. We placed two different films above each other. One of the films only consisted of vertical light waves, while the other only consisted of horizontal ones. Both films showed scenes from Aleppo that always matched each other in location, subject and perspective. But whilst one film showed the beautiful city of Aleppo before the war, the other showed the real face of war. So by simply closing one eye or the other the audience with their regular 3D glasses could switch between the before and after pictures.
We used a well-known and established media channel in an entirely new way. We allowed the audience in a 3D cinema to see two films at the same time. One showed Aleppo and its children before the war and one showed them today. The audience with their 3D glasses could skip from one film to the other by simply closing one eye or the other. Through this innovative use of media technology the people saw pictures they’ve already seen many times in a brand new and disruptive way.
Insights, Strategy and the Idea
To change the way people think of the war in Syria we changed the way they look at it. In a surrounding they are used to and with a technology they thought they know very well. Breaking all these expectations was the key for us to stop the apathy and insensitivity many of us feel when we watch the same pictures from Aleppo over and over again. We needed to show our audience that even if it feels like there has always been war, the situation there is anything but normal.