RAPP UK has created a global TV spot for the International Committee of the Red Cross and the International Red Cross and Red Crescent Movement (the Movement) to cut-through the charity sector and increase attention.
The spot conveys the immediacy of the movement’s response to crisis in a raw and modern way, focusing on the hope victims of crises experience when the emblems are displayed. The creative team worked closely with the client to source in-field footage which captures the effort movement staff and volunteers undertake to deliver aid to people across the world. This is spliced with low-lit scenes of a drummer.
The drumbeat is used to drive the tension, as ever-faster cuts flicker between devastating circumstances to parallel the suffering that the organisation encounters and seeks to alleviate every day. This orchestra of chaos is silenced, revealing a quiet moment of hope that comes when the red cross or the red crescent are present. With its rhythmic soundscape and no narration, the spot can be easily adapted to any market. Beyond TV, the campaign includes print, outdoor and social.
Enrique Mestre, marketing advisor at the International Committee of the Red Cross said: "RAPP have worked closely with us to understand the work of the Red Cross and Red Crescent Movement across the world. This film successfully portrays the hope the red cross and red crescent emblems deliver day in, day out to those in crisis.”
Ben Golik, executive creative director, RAPP UK, added: “It was never going to be easy to make a global TVC from a library of in-field footage. But with sound taking the lead, a little editing ingenuity and a favour from a drumming mate – the team have made a big noise for an incredible organization”. While the client services director & founder at Tinderflint, the digital production agency behind the campaign Eliot Carroll said: “As a family of practical creative, one of our strengths is building the right team, to deliver the best creative solution, despite the challenges faced. This project provided us a great opportunity to do just that. Directed by Rob Pitman with Chris Fergusson as DOP, we worked hand in hand with the team at RAPP to deliver a great ad, for a great organisation.”
The Red Cross and Red Crescent Movement deliver aid to people all over the world, regardless of their political or religious standpoint. The campaign works to portray the movement’s message of hope, that help is on the way, while showing the extent of global emergencies in a new, intriguing and raw way.
Some of Rapp’s other clients include Virgin Media, Mercedes and PayPal.