Cannes Lions

CHARITY

ABEL & BAKER, London / WAR CHILD / 2003

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Background:The War Child brand talks to 18-35 year olds and eschews traditional charity fundraising in favour of more innovative approaches.Brief:War Child are trying to alleviate the suffering of innocent children in Iraq. A quick and compelling way of raising donations online is needed.

Our response:Charities often lack differentiation. They raise money in a similar way for similar things. We sought to lampoon the obviousness of the message by starting with the line "You don't need to be a mindreader to know who suffers most from War". We then created an application that could read minds! We did this with an old maths trick based on multiples of nine. Combined with a compelling use of illustration, the campaign creates a chilling sense of the futility of war without relying on cliche.

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