Traditional fundraising communication is often conducted by portraying people in desperate situations as helpless symbols of a crisis, inviting the Western world to help.

The problem? It raises a lot of money, at the expense of their dignity.

Our brief was as simple as it was complex: Try to match the efficiency of the «traditional» Save the Children campaigns, but do so while portraying children with the integrity and dignity they deserve.

This campaign portrays how children living i areas affected by war and conflict uses their imagination as a way to cope and escape the harsh reality. The story is based on real stories from children, collected by Save the Children workers.

Basing the communication on real stories, we’re retelling their experiences with the respect they deserve and portraying them as what they really are: So much more than children in need.

The true testament to the direction of this film is how it delicately balances a heartbreaking portrayal of the reality of wars and the limitless power of a child’s imagination. The audience needs to believe and emotionally connect to both these «worlds», which is achieved through meticulous attention to detail in every step; from the authentically handmade dolls, the locations, the adapted version of Gene Wilder’s 1971 song «Pure Imagination», and the seamless VFX and SFX. But arguably most importantly; the human connection between the on-screen siblings, aged 10 and 7.