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This interactive social video was made to attract attention of people in Russia to the problem of sick adults. 90% of the charity foundations in Russia only help children.

Advertising Agency: OutOfTheBox, Moscow, Russia
Creative Director: Pavel Mordyukov
Art Director: Alla Eliseeva
Copywriter: Liza Shelegova
Agency Production: Anna Kostyaeva
Production Company: Trehmer PRO
Director: Rafael Lopez Saubidet
Digital: INDEE
Music: Arsen Stepanyan
DOP: Vlad Opelyants
Art Director: Ognjen Knezi

November 2012


Huub's picture
248 pencils

I got thanked for letting the kid die.. gtfo.

mark3r's picture
1949 pencils

Definitely not a feel good ad, sacrificing children to save adults, hmmm.

kleenex's picture
41102 pencils

I did not like the ad at all.

glutamin's picture
107 pencils

It feels wrong. And I assume charity foundations are helping people who has cancer, leukemia or something. Not the people who is getting heart attack on the street. Because they can't. It's an ER thing.

Klara K.'s picture
Klara K.
3343 pencils

The message is very good and needed but don't let me choose who I want to let die and then thank me for it. The message should have been executed diffrently or at least with a different ending.

mark3r's picture
1949 pencils


emiliete's picture
646 pencils

Thank you for the subtitle of the lettering.

Pete2's picture
712 pencils

Sorry, fell asleep before it finished...

zhrbrz's picture
3 pencils

Guys, you're damn great. Love you.

lucyset's picture
230 pencils

Not a great ending...

arthouse's picture
41 pencils

Heart-breaking dilemma based on a true insight. Very powerful commercial.
The assumption that somebody thanks you for killing the child or the adult is completely wrong.

halaby87's picture
8005 pencils

Not nice

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