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    Fred & Farid Rolls Out Concern Worldwide’s #UnfortunatelyFakeNews Ad Campaign To Help End Extreme Poverty 

    By SHOOTUpdated:No Comments2470 Views

    In an advertising campaign titled #UnfortunatelyFakeNews created and produced by Fred & Farid’s Los Angeles shop, Concern Worldwide will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty.

    Example: “SPACE CAN WAIT. BILLIONAIRE PUTS PASSION PROJECT ON HOLD. REDIRECTS BILLIONS TOWARDS ENDING EXTREME POVERTY.” 

    Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper or major news network, each headline appears to be real, until the following is revealed: #UnfortunatelyFakeNews. Until it’s real, please donate. 

    The campaign includes these newscaster segments, featuring anchors and authentic network graphics and music, which will disseminate #UnfortunatelyFakeNews in video pre roll.  Director was Henry Israelson via production house Ways & Means.

    In effect, Concern–which has been on a 50+ year mission to end extreme poverty–is pointing out the unjust disparity between the ultra-wealthy and more than 800 million people living on less than $1.90 per day. Beyond that, Concern is calling out the individuals who are best equipped to make a difference… and ultimately exposing the undeniable truth that, with so much wealth in the world today, there is no reason (and no excuse) for extreme poverty to exist. 

    This is Concern’s first-ever U.S. advertising campaign.
     

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    Credits

    Client Concern Worldwide Agency Fred & Farid Los Angeles Fred & Farid, chief creative officers; Chelsea Steiger, creative director; Hilary Smith, writer; Radouane Guissi, art director; Bridget Callahan, jr. art director; Amanda Van Caneghem, executive producer; Jess Neill, brand strategist. Production Ways & Means Harry Israelson, director; Lana Kim, Jett Steiger, exec producers; Lauren Skillen, head of production; Cedric Troadec, producer; Ryan Carmody, DP; David Lawrence, head of postproduction; Tamra Treu, post producer; Nate Blackmon, editor.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Concern WorldwideFred & Farid Los AngelesHenry IsraelsonWays & Means



    The Best Work You May Never See: Erste Group, Directorial Duo Daniel&Szymon Reimagine A Christmas Parable From A Donkey’s POV

    Thursday, December 11, 2025

    This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.

    Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”

    Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”

    Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More

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