Cannes Lions
J. WALTER THOMPSON GROUP GERMANY, Frankfurt / SALVATION ARMY / 2016
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We see a dark, sparely decorated room. A man puts on a uniform and starts to get ready for something, the atmosphere is tense. We see him prepare his equipment and finally pack it all into a military-style bag. He sets the timer of his watch, puts on his hat and leaves the room. We accompany the man into the city and into dark, shady places. Finally, he sees something and squats down. A homeless man leans forward into the light. They talk to each other and the man in uniform pours him hot tea. By a closeup on his hat he is revealed as a soldier of the Salvation Army, the caption says: our mission is people in need. We cut into a long shot with a call to action to donate and to help us help.
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