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Emergency: Every Person Matters by Ogilvy Italy

Client: Emergency
Date: Jan 2018
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It’s easy to look past people whose lives don’t seem to matter, especially in a crowded city. But first appearances may not tell the whole story. That’s the concept behind Ogilvy Italy’s new spot for NGO Emergency.

In ‘Every Person Matters’ the spotlight is on one of those people that get overlooked and dismissed. It is the story of Jalal, an Indian man who blends into the crowd of city peddlers in Milan. He is trying to sell roses to people gathered on the street and in cafes, all who tell him a stern ‘no’.

When he enters a restaurant, the host tells him they aren’t interested. Just then, Jalal sees a man dining with his wife, short of breath and falling to the floor. Jalal jumps into action and rushes to the man, giving him life-saving CPR.

The tag at the end of the spot states: 'Jalal didn’t just leave a country. He also left a family, a job, a story. Every person matters.'


Chief Creative Officer: Paolo Iabichino, Giuseppe Mastromatteo

Client Creative Director: Lavinia Francia

Senior Art Director: Andrea Sghedoni

Producer: Francesca D’Agostino

Production House: Mercurio

Executive Producer: Francesco Pistorio

Producer: Alessandro Cavriani

Ass. Producer: Lara Biazzi

Director: Gigi Piola

Photography: Alessio Viola

Editing: Romina Bagatin

Post production: Post Atomic

Telecinema: Daniel Pallucca

Original soundtrack: Luca Morelli

Mix & Sound design: Andrea Costantini e Luca Morelli