Publicis NY, The Mill Create "Origami" For War Child USA
Humanitarian organization War Child USA launched its first campaign in the United States. Titled “$249,” the campaign raises awareness about global spending on war, which amounts to approximately $249 per person, per year for every man, woman and child on the planet. The campaign encourages people to offset this spending on war by investing in peace together with War Child USA.
Produced by The Mill for Publicis New York, this animated film kicked off the campaign. Narrated by Stranger Things star Caleb McLaughlin and featuring Radiohead’s hit single “No Surprises,” the film deploys an origami effect to turn each dollar bill of that $249 into images and scenes that depict the assault weapons it buys, the ravages of war, and the children forced into it. However, donations to War Child USA can buy education and opportunities for kids, also depicted in origami fashion as dollar bills form a classroom and land being farmed.
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. Nutt said.
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.”
Client War Child Agency Publicis New York Andy Bird, chief creative officer; Adrian Flores, executive creative director; Josh Horn, creative director;Deirdre Hering, sr. copywriter; Tim Scales, sr. art director; Brett Lagoon Simone, copywriter; Lillian O’Connor, art director; Lisa Bifulco, chief production officer; Rachel Tierney, producer; Samantha Berry, associate producer. Production/VFX The Mill New York Andres Eguiguren, director; Thomas Gibson, exec producer; Colin Blaney, sr. producer; Mia Lalanne, production coordinator; Sungeun Moon, lead compositor; Alex Allain, lead animator; Navdeep Sing, John Wilson, Jeff Lopez, animation; Jeff Lopez, Ren Hi-Sue, lead rigging; Kathy Hua Na Li, rigging; Arman Martin, lighting/rendering; Sean Dooley, FX/TD; Christina Ku, Jonathan McCoy, Paul Liaw, Scott Denton, Ivan E Joy, modeling; Damien Van Der Cruyssen, colorist. Audio Post Mr. Bronx David Wolfe, mixer.
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