EMERGENCY calls for peace
The film Irresponsible was created with Ogilvy, that reclaims and reframes the language used to criticise peace protesters.
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EMERGENCY, in collaboration with Ogilvy and The Family, is running a campaign that aims to celebrate the collective awakening of conscience and the numerous demonstrations calling for a ceasefire.
Actions always carry weight, as do words. And many words have been spoken about those who took to the streets for peace this year. Delinquents, fanatics, irresponsible – these are just some of the terms used to describe the thousands of people who have participated in the many demonstrations in recent months.
This year's Emergency film Irresponsible, directed by Igor Borghi starts from this scenario and from the very words with which part of the public opinion has labelled the peace movements. Emergency takes these words and reverses their meaning, transforming them into an ode to those who took to the streets.
Credits
View on- Agency Ogilvy/Milan
- Production Company The Family/Milano
- Director Igor Borghi
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Credits
View on- Agency Ogilvy/Milan
- Production Company The Family/Milano
- Director Igor Borghi
- Chief Creative Officer Giuseppe Mastromatteo
- Executive Creative Director Lavinia Francia
- Executive Creative Director Francesco Basile
- Creative Guido Pusterla
- Creative Domenico D'Ercole
- Creative Anna Montorsi
- Executive Producer Lorenzo Ulivieri
- Producer Federica Dordoni
- Editor Nicola Mucelli
- Producer Barbara Calicchio
- Producer Letizia Sala
- Colorist Giorgia Meacci
- Music Enzo Casucci
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Ogilvy/Milan
- Production Company The Family/Milano
- Director Igor Borghi
- Chief Creative Officer Giuseppe Mastromatteo
- Executive Creative Director Lavinia Francia
- Executive Creative Director Francesco Basile
- Creative Guido Pusterla
- Creative Domenico D'Ercole
- Creative Anna Montorsi
- Executive Producer Lorenzo Ulivieri
- Producer Federica Dordoni
- Editor Nicola Mucelli
- Producer Barbara Calicchio
- Producer Letizia Sala
- Colorist Giorgia Meacci
- Music Enzo Casucci
In a powerful monologue, recited by Elio Germano, the irresponsible literally become “those who have no responsibility – for a war – but who do not give up on wanting to change things”; the provocateurs are such because they “provoke questions and changes”; the extremists are “those who pursue an extreme and all-encompassing ideal such as peace”. No matter what the insults are, the voice of those who call for peace will always be stronger.
The film's minimalist editing amplifies the narrative, showing everyday places, offices, classrooms, bars, that have been emptied while people were out on the streets protesting, emphasising the exceptional collective awakening of consciousness that has swept across many countries globally, which should in no way be mocked or ignored.
This message ties in well with the words of Emergency founder Gino Strada: “It is never too late to make our voices heard as citizens of the world”, which becomes a wish and an invitation not to suffer war, whether in our own or other countries, but to make our indignation and desire for peace heard loud and clear.
After all, the question arises: apart from incidents of violence involving a tiny percentage of protesters, since when have we been more outraged by those who protest than by war itself?
The Family. President and partner Lorenzo Ulivieri says: "It’s a been a privilege to be a part of Emergency’s new campaign and contribute to spreading such a meaningful and important message.
It was also an inspiring opportunity for us to optimise our resources using AI, most of which was done in house under the close supervision of the director."
