Title | UNKNOWN HEROES |
Brand | INTERNATIONAL COMMITTEE OF THE RED CROSS |
Product/Service | ICRC |
Category |
A04. Production Design / Art Direction |
Entrant
|
SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
Idea Creation
|
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 |
Thierry DELESALLE Delesalle |
Saatchi & Saatchi |
TV producer |
Yann Chervet |
Saatchi & Saatchi |
Head of strategies |
Vanessa Launay |
Saatchi & Saatchi |
Group Account Director |
Stephane Barbato |
Prodigious |
Film 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.
Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.
To challenge the status quo, we needed a hard-hitting film that would strike people's minds.
In a perfect world, war surgeons who risk their lives to help victims should be as famous as footballers. This is what the agency has chosen to show.
The main problem we faced was to match our creative ambition with a strong budget constraint.
How to transcribe the international fervor? How to build the story before the revelation? What codes to use to anchor the production in its time (3D, starification of social networks)?
We had to answer all these questions as part of a probono project.
Here, the commitment of the collective was the key to success. The entire chain worked hand in hand to be "problem solver”: creative agency, production company, director, technical crew, ambassador…
Thanks to that, we have succeeded to shoot 97% of plans in exterior or on real locations.