ICRC: Victory By Any Means

Using a mishmash of short video clips taken from real life conflicts, the message of The International Committee of the Red Cross (ICRC) is clear.

Created by DigitasLBi and Kitcatt Nohr, the spot commences with a hopeful and inspiring voiceover that suggests the idealistic and utopian political values dreamed up by many. However, as the spot progresses, the tone becomes increasingly darker and makes reference to the lack of justice in war, instead focussing on the number of innocent lives lost and human suffering experienced.

Helmed by Tom Green, the spot attempts to raise awareness of the importance of the Geneva Conventions and reinstate the rules of protection for civilians during war, established since 1949. To find out more, click here.