BABY IN RED

TitleBABY IN RED
BrandDOCTORS WITHOUT BORDERS
Category D06. Live Advertising & Events
Product/ServiceMEASLES VACCINE
Entrant THE UNICORN Copenhagen, DENMARK
Idea Creation THE UNICORN Copenhagen, DENMARK
Credits
Name Company Position
Peter Metcalfe The Unicorn Creative Director
Thomas Pries The Unicorn Creative Director
Mette Hørdum The Unicorn Managing Director
Marius Dahl The Unicorn Art Director
Camilla Schønberg The Unicorn Agency Producer
Johan Høyer Lydbror Sound Mixer
Bastian Schiøtt Freelance Director Of Photography
Anni Kammer Doctors without Borders Event Manager
Kristina Boldt Klausen Doctors without Borders Fundraising Director
Rasmus Himmelstrup Doctors without Borders Digital Officer

Write a short summary of what happens in the digital or ambient execution or campaign.

In the stunt, a very life-like baby with measles is placed on the busiest streets of Denmark. Many people need to get very close before they are sure it is not, in fact, a real baby. On the montre, a small note explains that this is a stunt by Doctors without Borders in order to raise awareness about measles.

Cultural / Context information for the jury

In Denmark we don't take measles seriously anymore because 99.5% of the population is vaccinated. The problem therefore seems distant - both in terms of physical distance and mental distance.