Cannes Lions Ad of the Day Marketing

Cannes Lions of the Day: Hope wins Film Craft Grand Prix for Red Cross


By Kyle O'Brien, Creative Works Editor

June 21, 2018 | 3 min read

The footage is absolutely heartbreaking to watch. A little girl in the back seat of her father's car, bleeding from an injury to her abdomen. The father, racing through the countryside tries to calm his crying daughter, then tells her she must stay awake until they get to the hospital. When they arrive, the hospital has been bombed.

This is the story in a short film, Hope, by Sra. Rushmore and Blur Films Madrid for the International Committee of the Red Cross (ICRC), that deservedly won the Grand Prix Film Craft Lions Wednesday night at Cannes. The nearly two minute film, which takes place in a war torn country, states, "No hospitals. No hope." It then states that healthcare workers are attacked every day in war zones, with a plea to save these workers and a tag of "Healthcare is #NotATarget."

'Hope' is a global campaign created by the ICRC, focused on attacks on hospitals and healthcare workers, which are a daily occurrence in areas of armed conflict. The film tells the story of Raya, a girl who indirectly becomes a victim of this type of attack. The aim of this campaign, is to raise awareness about attacks that occur every day in hundreds of places, where the victims are not only healthcare personnel, but also entire civilian populations that die, are maimed, or fall fatally ill after being deprived of doctors and health centres where they otherwise would have sought care.

This is why the ICRC wants to make this cause more visible, raising awareness and including as many people in the conversation as possible, in order to influence those responsible for actions taking place in wars so that they can adopt measures to avoid these types of attacks, according to the description of the campaign.

Click on the Creative Works box below to see the film.

Other Grand Prix winners Wednesday included: 'Aeronaut VR' (Digital Craft) by Isobar New York for William Patrick Corgan; 'First Steps - Ali' (Industry Craft) by Ogilvy Chicago for SC Johnson; 'Today at Apple' (Brand Experience & Activation) by Apple; 'Xbox Design Lab Originals: The Fanchise Model' (Creative eCommerce) by McCann London for Microsoft; 'Evert_45' (Entertainment) by N=5 Amsterdam for KPN; and 'JayZ Smile' (Entertainment Lions for Music) by Smuggler New York for Rocnation.

To see more of The Drum's Cannes Lions coverage, click here.

International Red Cross: advert-body-4 by Blur Films & Sra. Rushmore

By International Red Cross

Overall Rating 5/5

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