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CCTV Captures Parents' Worst Nightmares in Hard-Hitting International Red Cross Film

adam&eveDDB teams with HLA's Simon Ratigan to capture emotional new spot for ICRC

CCTV Captures Parents' Worst Nightmares in Hard-Hitting International Red Cross Film

adam&eveDDB has launched a hard-hitting campaign to highlight the work of the International Committee of the Red Cross (ICRC) in locating and reuniting families separated by conflict, violence and disaster.

The film, which breaks online today, uses CCTV footage of parents and grandparents desperately searching for children that they’ve lost and asks the audience to imagine that feeling lasting for years as opposed to just a few minutes. The film finishes by showing real moments of families torn apart for years being reunited thanks to the work of the ICRC.

Matt Clancy, Humanitarian Policy Spokesperson, International Committee of the Red Cross, said: “Aid is much more than providing food or shelter. After a humanitarian crisis people tell us that their top priority is to know their family is safe. For over 100 years, we’ve been reconnecting families with letters, phone calls and reunions.”

“Sadly, as conflicts become longer we’re seeing an increase in people looking for their family each year. It’s been a great journey working with the team from adam&eveDDB to help us bring this issue to a new audience.”

Mike Sutherland and Ant Nelson, Deputy Executive Creative Directors, at adam&eveDDB, added: “When parents lose sight of their children, even for a few minutes, it is distressing and really frightening.  Panic quickly takes over and your imagination runs riot. This film shows the invaluable role the ICRC plays in reuniting families who have been separated, sometimes for several years.”


Brand Communications Manager: Jennifer Smout

Advertiser: International Committee of the Red Cross

Creative Agency

Typographer: Scott Silvey

Senior Account Director: Katie Baker

Project Manager: Amy Waldman

Producer: Jimena Seoane

Planning Director: Hannah Mackenzie

Group Chief Creative Officer: Ben Priest

Deputy Executive Creative Director: Antony Nelson, Mike Sutherland

Chief Creative Officer: Richard Brim

Business Director : Mike Stern

Music and Sound

Sound Engineer: Aaron Reynolds, Parv Thind

Song: Broken

Publisher: Kobalt / SonyATV obo EMI

Producer: Cody Childs

Music Supervision: Ed Bailie

Music Production: Leland Music

Composer: Olafur Arnalds

Audio Post Production: Wave


Editor: Bruce Townend

Edit Company: The Quarry

Post Production / VFX

Producer: Tim Lyall

Post Production House: The Mill

Colourist: Seasmus O'Kane

Production Company

Production Manager: Daniel Carter

Production Company: HLA

Producers: Mike Wells

DOP: Bob Pendar-Hughes

Director: Simon Ratigan

Category: Charity , Corporate and social

Genre: Storytelling