ADVERTISING

Save the Children

The Last Possessions

Agency: VMLY&R

Description

The war in Syria has displaced over 8.4 million people, making it a human crisis second only to World War 2. But every news about it becomes a passing headline day after day. People are experiencing compassion fatigue that makes them indifferent towards the crisis. Save The Children wanted people to understand what it feels to be forced out of your home.

We created “The Last Possessions”. A book that tells the stories of refugee children through the very last object they fled with. Israa’s pocket mirror, Fahid’s fidget spinner, Amjad’s flute. 25 possessions that carry unfortunate tales of escape, memories of loved ones and the only hope for survival, were written in Haiku poetry. Through the book, we auctioned their ‘Last possessions’ with a twist, where people were invited to bid but encouraged to donate and help the children keep their Last Possessions.

The Last Possessions recreated empathy for refugee children, encouraging e-book downloads in 46 countries and generating a 27% rise in donations. Every single donation was a promise to give the refugee children a new life. Without a single possession leaving its rightful owner, we brought attention to a crisis the world had forgotten.

This professional campaign titled 'The Last Possessions' was published in United Arab Emirates in May, 2021. It was created for the brand: Save the Children, by ad agency: VMLY&R. This Design, OOH Outdoor, and Print media campaign is related to the Public Interest industry and contains 4 media assets. It was submitted 11 days ago by Creative Director: Ivan Bormaister.

Credits

Agency: VMLY&R / Dubai, VMLY&R / Amman
Chief Creative Officer: Kalpesh Patankar
Creative Director: Emad Khayyat
Art Director: Ivan Bormaister, Kapil Bhimekar
Designer: Kalpesh Patankar
Copywriter: Dhruv Warrior, Kartik Rajan, Sambhav Khandelwal
Managing Director: Ivan Milovanovic
Producer: Jumana Saadeh, Shubha Bharill
Editor: Prathyush Kumar
Arabic Copywriter: Harvey George
Photographer: Husam Abu Salha

Betty Crocker
Karl Friedrich

ADVERTISING

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