All the tv commercials shared the same feature: an all-black screen with only sound design.

In one film, for instance, we hear the squeaky noise of a mattress, clearly evoking sexual relations, and a written line concludes the sequence: “Some things just can’t be shown on television”, then: “Like the wedding night of an 11 year old girl”.

In the two other films, you can hear the noise of shoveling dirt and gravel (the burial of a young boy), or the cries of a baby (female genital mutilation).

A way to emphasize the horrors that some children have to see every day.

There is only sound design.

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!

As a notoriety campaign, the objective was to improve World Vision awareness and notoriety among French people, and to make it a reference for potential donors. Among these results, we can include:

- +231% subscribers on social medias

- 89% completion rate on the digital ads

- +105% impressions on social medias

- A CTR ranging from 1,29% to 0,47% on digital ads

We imagined a minimalistic concept with very little spending: for tv commercials, an all-black screen with only sound design. In one film, for instance, we hear the squeaky noise of a mattress, clearly evoking sexual relations, and a written line concludes the sequence: “There are things that we can’t show on television”, then: “Like the wedding night of a 11 year old girl”. 

In the two other films, you can hear the noise of shoveling dirt and gravel (the burial of a young boy), or the cries of a baby (female genital mutilation). 

These chilling films emphasize the horrors that some children have to see every day, with a small budget of $1,000 per film.

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?