Switch it off if you can!

ArabAd - - AD WORKS -

War and ter­ror are so om­nipresent on the news that some­times we for­get one im­por­tant thing about it: while we can switch off the TV and just go back to our daily rou­tine, peo­ple in war zones have no choice but to live with ter­ror and fear.

This cam­paign cre­ated by Ogilvy, Ger­many for Amnesty In­ter­na­tional, con­nects both worlds in one vis­ual, blur­ring the bound­aries while it brings to mind that be­hind ev­ery news lies the fate of real peo­ple.

Through the use of light and per­spec­tive, the cre­ative team com­bined our world as “un­in­volved” view­ers with the world of war and ter­ror vic­tims. At se­cond glance, the TV sta­tion is ac­tu­ally the view through a win­dow, where the news footage is the harsh re­al­ity and the spec­ta­tors are the war vic­tims. tagline reads: “You can switch it off. They can’t.”

This cam­paign was recog­nised at the Epica Award in the pho­tog­ra­phy cat­e­gory.

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