MSF - "See in the Dark"

McCann London

McCann London London, United Kingdom

5286

Title	See in the Dark
Agency	McCann London
Campaign	See in the Dark
Advertiser	Médecins sans Frontières
Brand	MSF
Date of First Broadcast/Publication	2009 / 5
Business Sector	Disease Awareness, Support Groups & Associations
Story	The brief was to communicate MSF's unique approach to aid work. They maintain complete independence from all political, economic and religious powers; consequently, they don't let anything get in their way of delivering aid.
Philosophy	This poster delivers a perfect example of this stubbornness, a refusal to give in even when basic provisions are lacking. The visual technique which purposefully makes it physically hard to reach the headline ensures disruption and stand-out in a category of cliched convention. The campaign launched May 18th and will run for two weeks on 48 sheets around London, graciously supplied for free by CBS Outdoor. The execution will also appear in press from June.
Problem	Raise awareness of MSF by communicating their approach to delivering aid despite the enormous barriers they often face.
Media Type	Poster
Market	United Kingdom
Art Director	Ben Brazier
Copywriter	Johnny Skinner
Creative Planner	Pete Wilson
Creative Director	Matt Crabtree
Creative Director	Simon Hepton
Executive Creative Director	Simon Learman
Executive Creative Director	Brian Fraser
Media Planner	Phil Tattersall
Account Director	Kate Harris
Typographer	Gary Todd