Intelligent, convincing and sincere- This campaign for Medecins San Frontieres, created by McCann-Erickson London, rightly adorns all these good adjectives. The campaign aims to make awareness among the public on the selfless service of the MSF doctors.
The stunning visuals(or the lack of visuals) speak loudly, supported by a strong copy. One of the ads consists of a blank page and the copy reads- ‘what you should be looking at an image of MSF doctor in Somalia, removing shrapnel from the face of a five-year-old child, But there was no photographer there.’
The ad indicates that MSF Doctors tread to places which were forgotten by the media. There are no scandals, no controversies and people have no news value. But, the ad says- âjust because cameras stay away doesnât mean we willâ
Another ad shows some fade letters in a black page- âPerforming emergency surgery in a war zone is dangerous enough. Now imagine you canât see your patient. â
The third one shows the photo of Doctor Kristen Brown, stationed in Darfur. The same image, which is repeated several times, gets faded at each phase. The ad indicates that when crisis hits an MSF volunteer is more than just a doctor.
Credits:
Advertising Agency: McCann-Erickson London, UK
Art Director: Ben Brazier
Copywriter: Johnny Skinner
Via: Ads of the world
