Cannes Lions

SPONSOR RECRUITMENT INITIATIVE

McCANN OSLO, Oslo / SOS CHILDREN'S VILLAGES / 2009

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Execution

We used “real” rural children and adults as actors, and let them act in a simple, universal concept that touches parents’ hearts, no matter if they live in Norway, USA, or Namibia.

We see a family of four walking towards us, hand-in-hand. First the father loses the grip and fades out while the other three continue walking. Next the mother stops, handing her little boy over to her five year old daughter, before she also fades out. The little girl carries her little brother ahead towards the camera. In this way, we made the message clear: Their parents are dead; they have to manage their lives on their own.

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