Title | UNKNOWN HEROES |
Brand | INTERNATIONAL COMMITTEE OF THE RED CROSS |
Product/Service | ICRC |
Category |
G05. Cultural Insight |
Entrant
|
SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
Idea Creation
|
SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
Idea Creation 2
|
SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
Credits
Pierre Viallaneix |
Saatchi & Saatchi |
General Creative Director |
Laëtitia Chretien |
Saatchi & Saatchi |
Art Director |
Jean-François Le marec |
Saatchi & Saatchi |
Copywriter |
Yann Chervet |
Saatchi & Saatchi |
Head of strategies |
Vanessa Launay |
Saatchi & Saatchi |
Group Account Director |
Jonathan Mira |
Saatchi & Saatchi |
Account Director |
Jessica Xavier-Cochelin |
Saatchi & Saatchi |
Account Manager |
Write a short summary of what happens in the film
The “UNKNOWN HEROES” campaign takes us through a surgical operation as if we were watching a major football match. From the camps of South Sudan to Paris, Brazil, Barcelona, and the suburbs of Manchester, fans from around the world witness the war surgeon’s accomplishments on the medical field and his inevitable rise to fame after achieving his feat. From interviews to front-page news, awards, hordes of journalists and video game avatars, our protagonist gets the same idol treatment as the planet’s biggest football stars.
Please tell us about the cultural insight that inspired the work
Firstly, our challenge was to understand how to raise awareness of the situation of ICRC staff in the war zone among both the general public and the militiamen who attack them? We thus identified a common denominator for these two targets, even though they are so different: football. Indeed, this sport is extremely popular with 18-35 year olds around the world, no matter which side they are on.
Secondly, we wanted to highlight a paradox: in today's world, there are two types of heroes. On the one hand, the popular ones, who thrill the crowds and are highly mediatized as they navigate in a universe that is attractive and open to all. On the other hand, there are a kind of heroes who are ignored, who carry out dangerous acts, who belong to a less visible world and with whom it is difficult to relate (like war correspondents, policemen...).