Ogilvy Milan is continuing its run of impactful campaigns for Italian charity, Emergency. Emergency has provided free medical and surgical assistance to victims of war, mines and poverty since 1994. This new campaign tackles one of 2020’s most important crisis topics – the innocent victims of war. The campaign idea comes from the agency’s noticing that these victim’s names often jar against their current circumstances and the scars of conflict that they will carry with them for the rest of their lives.
The campaign film, Every name has a meaning campaign, begins with a boy called, Mubassir. His name means clearsighted in Arabic, but his glasses have been broken and his eye is injured, perhaps irreparably. Salima means safe or secure in Arabic. She is anything but. Aturdokht means daughter of fire. That she has burn scars is a horrible irony.
The campaign reminds viewers that these human beings are not just “other people over there”. It brings “humanness” to the people that war has turned into victims and scarred horribly.
“We’re very proud of supporting Emergency,” stated Lavinia Francia, creative director at Ogilvy in Italy.
“We’re always looking for new ways and new messages to allow people to reflect on universal topics, which become every day more relevant. And can be told by human, and deeply touching stories.”
Ogilvy Milan’s earlier campaigns for Emergency include Everybody has a dream , from last year, in which the future that Miriam keeps in her head like any young girl – one with opportunities, friends, family, love…normalcy – is abruptly juxtaposed with her real life in a refugee camp:
In 2018, Ogilvy told the story, Every person matters, of illegal immigrant, Jalil, selling roses on the streets:
Credits:
Agency: Ogilvy Milan
Chief Creative Officer: Giuseppe Mastromatteo
Creative Director: Lavinia Francia
Senior Art Director: Andrea Sghedoni
Copywriter: Lavinia Aurelio
Art Director: Joao Caneschi
Producer: Francesca D’agostino
Music: Mirko Sghedoni
Editor: Stuart Greenwald
PR: Anna Esposito & Alessandra Ravelli