Cannes Lions

Out of Sight. Out of Mind.

PUBLICIS, New York / DOCTORS OF THE WORLD / 2017

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Overview

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Overview

Description

We wanted to make a statement about the refugee crisis, and remind people that just because they don’t see it, doesn’t mean it’s not happening.

What better way to do so, than on a media channel that is usually ignored: the back of a billboard.

The front of the billboard showcases a Burger King ad, promoting a 2-for-$10 Whooper deal. In the back, we placed our message: a photograph of refugees crossing the violent ocean. One refugee has fallen into the sea, her face is one of desperation. Over the image our headline says: “Out of sight. Out of Mind.” Next to it Doctor of the World’s logo, and our tagline: Indifference is a disease.

Execution

We used a traditional ad space in an untraditional way - by placing our messaging on the back of a billboard.

The front of the billboard displays a Burger King ad. It’s messaging typical: “2 for $10 deal” for the Whopper Meal.

Behind it, lies our message. On the back of the billboard, a space that is usually out of sight, is an image of refugees at sea. One refugee has fallen into the ocean, and is struggling to swim back to shore. Her face is one of desperation.

A line over the photograph says: “Out of Sight. Out of Mind.”

Below it, Doctors of the World’s logo

Next to it, our tagline: Indifference is a Disease.

Outcome

TK

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