International Committee of the Red Cross: Victory by any means by DigitasLBi & Kitcatt Nohr

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The International Committee of the Red Cross (ICRC) has launched a campaign which illustrates the terrifying human cost of ignoring the Geneva Conventions and aims to raise awareness of international humanitarian law. The 60-second film, which features real clips from conflicts around the world, uses populist political rhetoric to take viewers on a journey from a utopian dream to humanitarian nightmare. It is the hardest-hitting ad of its kind from the ICRC.

The film was created in collaboration with global marketing and technology agency DigitasLBi and customer engagement agency Kitcatt Nohr. It was directed by Tom Green, who also shot the acclaimed Save the Children ad ‘The Most Shocking Second a Day’. The film is being distributed via the global content platform UNILAD, with additional activity on Facebook and other social channels in key global territories including the US, Europe, Australia, South America and Africa.


Executive Creative Director: Tim Clegg, Scott Holmes

Creative: Simon Martin, Simon Bosworth

Additional Credits: Head of Content: Stuart Aitken

Business Director: Harriet Elsom

Head of Display and Paid Social: Cibelle Michepud

Director: Tom Green

Production Company: Stink

Sound Design: Prodigious

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