The ICRC's moving images

Data-led' and 'creative' aren't words that normally sit particularly well together, but this smart spot for The International Committee of the Red Cross (ICRC) manages to use figures and images in a way that's certain to alter perspectives.

Inspired by the expression, "If I had a dollar for every time…", Wunderman Thompson has created React For Real, a poignant and well-crafted film that demonstrates the potential monetary value of our reactions on social media to the Afghanistan crisis.

“The urgency of the cause meant that the film had to be created in record time, and with a bare minimum budget," comments Faysal Abdul Malak, Managing Director of Wunderman Thompson UAE. "However, despite the low production costs, the team used powerful imagery and statements to make a lasting impression on the viewer. 

"We’ve proved that emotional appeal does not always have to rely on a high spend – you just need a good idea, a passionate team and a brilliant client, all of which we have in droves.”