Title | THE MOST HUMAN INSTINCT |
Brand | UNICEF |
Product/Service | INFANT MORTALITY AWARENESS |
Category |
E02. Ambient Outdoor |
Entrant
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Idea Creation
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Production
|
WEBER SHANDWICK London, UNITED KINGDOM
|
Additional Company
|
MILLENNIUM Aylesbury, UNITED KINGDOM
|
Credits
James Nester |
Weber Shandwick |
Executive Creative Director |
Luke Walker |
Weber Shandwick |
Creative Director |
Brigitta Szaszfai |
Weber Shandwick |
Producer |
Jason Noraika |
Weber Shandwick |
Head of Design |
Laetitia Laporte |
Weber Shandwick |
Senior Manager, Client Experience |
Rob Chan |
Weber Shandwick |
Senior Content Producer |
David Ranson |
Weber Shandwick |
Video Content Producer |
Brian Tjugum |
Weber Shandwick |
Managing Director |
Write a short summary of what happens in the ambient or digital execution or campaign.
Protecting babies is a basic human instinct. So why aren’t we stopping to help the 7,000 newborns who die every day?
We raised this question with an extraordinary social experiment.
Partnering with a robotics company and special effects artists, we developed a hyper-realistic animatronic which looked, moved and cried just like a real newborn.
We placed our baby alone and seemingly abandoned on the streets of Geneva, where world leaders were gathering for the World Health Assembly.
Would people stop to help, if a vulnerable newborn was right in front of them?
Crew and technicians were out of shot, while we captured the public's response. Next to our baby lay a message 'why aren't we stopping to help the 7000 newborns who die every day?' with a petition that called upon world leaders to invest in healthcare for every mother and child, through a series of programmes around the world.
Cultural/Context information for the jury
The Most Human Instinct took place in Geneva, Switzerland, the location where the World Health Assembly congregates every year.