Making a TV ad for an overseas development agency presented Chemistry, Dublin creatives with a specific challenge: namely, how to get through to viewers in the "developed" world without relying on hackneyed, and therefore ineffectual, images of the developing world. In this ad, we sought to use the frame of the image as much as the image itself to address this challenge. Thus, the child's hands work at least as hard as what is seen through them to express the trauma he has experienced as a result of being forced to flee his home. We hope the ad thereby achieves a poignancy which impels viewers to act.
Client: Trocaire
Agency: Chemistry, Dublin
Production Company: Redrage
Director(s): Brian O'Malley
Creatives: Mike Garner (Executive Creative Director)
Mike Garner (Creative Director)
keith Walsh (Art Director)
John McMahon (Copywriter)
Fiona McGarry (Agency Producer)
Country: Ireland