The campaign from Publicis NY is accompanied by the actor's voiceover and soundtracked by Radiohead's 'No Surprises'
Internationally acclaimed humanitarian organization, War Child USA, today launched its first campaign in the United States. The campaign, titled $249, raises awareness about global spending on war, which amounts to approximately $249 per person, per year for every man, woman and child on earth*. The campaign encourages people to offset this spending on war by investing in peace together with War Child USA.
The $249 campaign launched with an animated film, narrated by Stranger Things star, Caleb McLaughlin, featuring Radiohead’s hit single 'No Surprises’ from their album OK Computer.
“I was lucky to have a safe and happy childhood, and I believe that every kid deserves the same,” said Caleb McLaughlin. “When I heard about the work that War Child is doing to support kids in war zones, I was happy to lend my voice to their $249 Campaign. Investing in peace makes much more sense to me than investing in war.”
The concept for the $249 campaign came from War Child USA Founder, Dr. Samantha Nutt’s TED Talk on the deadly impact of small arms, which has garnered over one million views.
“War is ours as human beings. We buy it, sell it, spread it and wage it. We are therefore not powerless to stop it. On the contrary, we are the only ones who can,” Dr. Samantha Nutt says.
Celebrities Justin Long, Zosia Mamet, Evan Jonigkeit, Pearl Jam’s Matt Cameron, Kelly Bensimon and others have also lent their support to this timely campaign.
The $249 campaign was created in partnership with renowned advertising agency, Publicis New York. Along with the campaign launch, they also developed War Child USA’s new website, which can be accessed here. The campaign animation was graciously donated by animation studio, The Mill.
Andy Bird, Chief Creative Officer, Publicis New York, stated: "War Child is one of those rare opportunities where we can use powerful creative for both powerful, and meaningful, change. War is ugly. War is violent and raw, and not a place for anyone. Especially not for our children. We hope this body of work will make people look at the real cost of war, in a new and personal way. Let’s start investing in peace."
Publicis New York
Brett Lagoon Simone
Executive Creative Director:
Chief Creative Officer:
Senior Art Director:
Chief Production Officer:
Group Client Leader:
The Mill New York
Post Production / VFX
Post Production Company:
The Mill New York
Damien Van Der Cruyssen
Jeff Lopez, Ren Hi-Sue
Kathy Hui Na Li
Christina Ku, Jonathan McCoy, Paul Liaw, Scott Denton, Ivan E Joy
Navdeep Sing, John Wilson, Jeff López
Audio Post Production:
Corporate and social