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Creative

Evocative Médecins Sans Frontières Ad Showcases the Charity's Humanitarian Initiatives

MSF's powerful print ads from Ogilvy & Mather Hong Kong

Evocative Médecins Sans Frontières Ad Showcases the Charity's Humanitarian Initiatives

Médecins Sans Frontières (MSF) needed to raise awareness and support of their humanitarian initiatives. Not just by raising donations, but also by supporting their mission that everyone deserves to have medical care no matter who they are and where they are from. How the organisation intervenes in any crisis is based solely on people’s needs - not political, economic, or religious interests.

The campaign motif aims to demonstrate that we do not choose between different groups of people on the basis of whether they are perceived as ‘good’ or ‘bad’, deserving or not. MSF judge only whether they have unmet medical needs.

Ogilvy & Mather Hong Kong created a simple yet intriguing concept to draw people’s attention to MSF’s unique mission. A stretcher with a wounded civilian on top and a wounded soldier on the other side smartly demonstrates MSF’s persistence to respect everyone’s life – We Take No Side When Saving Lives.

“This is our biggest thematic advertising campaign in recent years. We are trying to share MSF values with the Hong Kong public, saying that everyone deserves to have medical care no matter who they are, where they are from, what their religious or political beliefs are, or even which side they are fighting for. The concept from Ogilvy grasped that and added some sharp copywriting that will help us to gain support for the essentials of neutral and independent humanitarian action.”


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Creative Agency

Project Manager: Jennifer To

Producer: Jacqueline Ho

Creative Director: Buji Ng, Helen Sham

Creative Agency: Ogilvy & Mather Hong Kong

Copywriter: Buji Ng, Kerwin Choy

Chief Creative Officer: Reed Collins

Art Director: Helen Sham, Huey Wong

Account Management: Lisa Ip, Rachel Tsui

Digital Production Company

Photography: Ringo Tang

Post Production / VFX

Retouching: Cream Studios

Category: Charity , Corporate and social

Genre: Print