Brand | SAVE THE CHILDREN |
Product/Service | SAVE THE CHILDREN CHARITY |
Entrant | VMLY&R Dubai, UNITED ARAB EMIRATES |
Category | Brand & Communications Design |
Idea Creation
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VMLY&R Dubai, UNITED ARAB EMIRATES
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PR
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Production
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Additional Company
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VMLY&R AMMAN, JORDAN
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Cultural / Context information for the jury
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.
Tell the jury about the copywriting.
The last possessions were stories of one object that spoke a lot. So we decided to use a style that speaks more in less words. We chose Haiku poetry to bring every child’s story to life. And because language should be no barrier to emotions, we wrote the first ever Haiku in Arabic. Reaching every reader was our goal, and we used the Haiku poetry even though it was immensely challenging to portray in both English and Arabic.
Credits
Kalpesh Patankar |
VMLY&R Dubai |
CCO / Designer |
Emad Khayyat |
VMLY&R Amman |
Creative Director |
Ivan Bormaister |
VMLY&R Dubai |
Art Director |
Dhruv Warrior |
VMLY&R Dubai |
ACD / Copywriter |
Sambhav Khandelwal |
VMLY&R Dubai |
Copywriter |
Kapil Bhimekar |
VMLY&R Dubai |
Art Director |
Kartik Rajan |
Freelancer |
Copywriter |
Husam Abu Salha |
Freelancer |
Photographer |
Jumana Saadeh |
Freelancer |
Producer |
Safa’a Al Jaoyoussi |
Save The Children |
Client Lead |
Diala Khamra |
Save The Children |
Client Lead |
Jennifer Kendra |
Save The Children |
Client Lead |
Ivan Milovanovic |
VMLY&R Amman |
Managing Director |
Harvey George |
VMLY&R Dubai |
Arabic Copywriter |
Shubha Bharill |
VMLY&R Dubai |
Agency Producer |
Prathyush Kumar |
VMLY&R Dubai |
Editor |
Links
Website URL