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War Child UK: Protecting Children In War

Using a gaming structure, the spot tells the story of a young girl thrown into the perils of war through her eyes.

by shots on 28^th July 2015

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Imagine playing Call of Duty... only this time instead of choosing the strongest shooter, you pick Nima from the Middle East - who boasts full vulnerability, limited strength, speed and aggresion.

She may not be the most popular character choice for serial gamers, but the heart-wrenching ad from creative agency TOAD for War Child UK presents Nima's fight for survival.

Helmed by Daniel Lucchesi of Mother's Best Child, the spot unfolds like a game and allows viewers to experience the trauma of war in an all-too-realistic setting.

While the spot maintains characteristic gaming features - with Nima even finding a medi pack - the tone and message of the campaign is serious, presenting real statistics about the children of war and urges viewers to sign a petition to help.

Connections

Agency Toad
Post Production H&M Ogilvy One
Production Mother's Best Child
Post Production Coordinator John Thompson

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