Take Action Now
Action Against Hunger
Issue 45 | December 2017
Agency
Shackleton Madrid
Creative Team
General Creative Manager Juan Nonzioli Creative Director Tania Riera Digital Creative Team David Ballester, Almudena Gonzalez, David del Valle
Production Team
Audiovisual Production Manager Manuela Zamora Producer Cristina Cortizas Production Company La Joya Image Wework Sound and Music The Lobby
Other Credits
General Manager Lucía Angulo Client Team Carmen Gayo, Christian Polianski, Alicia García, Marta López Account Team Jaime Diez, Bárbara Pérez
Date
October 2017
Background
In 2017, the figures showed that the number of people going hungry was on the rise for the first time in 20 years.
One in four countries in the world was affected by conflict and in war-torn countries, seven out of ten children suffered from malnutrition.
Action Against Hunger wanted to mark World Food Day, October 19th, with some sort of activation.
Idea
Borrowing the idea of 'human statues', which were to be seen in most city centres, a group of aid workers were shown in a tableau in the heart of Madrid. Frozen in their work, they could be re-animated by the donations of passers-by.
A YouTube video was made to show the frozen statues and to explain that humanitarian aid to distressed parts of the world could only happen through donations.
Results
Too early to know.
Our Thoughts
Over the last ten years, we've seen the number of submissions to the 'OOH, Guerilla, Ambient' category go skyrocketing up.
This year at Cannes, for the first time ever, Outdoor had more entries than Press. The reason is because every event can get an extended life thanks to the YouTube video of it. This little recreation in Madrid of a scene from Africa may have lasted only two or three hours but the video gives it a life of years. Long may it continue to raise awareness and raise funds for a worthy NGO.