At first, World Vision was not a reflex for potential donors who wish to act. They needed to develop the notoriety of the association, so that the brand "vision du monde" becomes a reference in the minds of French people when they think of an association that helps children.

The mission was to reveal the brand, the mission, the vision and the actions of World Vision in order to bring the association into the consideration of donors. Consideration is essential: we only give to associations with which we share the same goals and values. Their missions must be clear in the minds of French people in order to receive more donations.

For the first time, World Vision choses to highlight their actions and not a product (like sponsorship). This was their first brand campaign!

He sees what can't be shown.

The burial of another undernourished child.

45 million children are threatened by famine.

Help us change their vision of the world.

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With a very low budget, the challenge was high: recreating the scenes of daily life that some vulnerable children see in different parts of the world. Which meant a war scene in Ukraine, a wedding night in Afghanistan and a Sahelian landscape.

Kids and sceneries were shot live, with retouching of backgrounds and a few elements (like bullet holes…), in order to make it more realistic.

World Vision was founded to protect children around the world against horrors that we can’t even represent on television. The issue of this campaign was to imagine how can we show what cannot be shown in France whether for legal reasons or basic decency?