British Red Cross: personifying a crisis

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What if ‘crisis’ were to come alive as a person? In its own words, a crisis could be a ‘fire that leaves you homeless’, a ‘heart attack at Aisle 6’, a ‘boiled sweet stuck in your child’s throat’ or the ‘reason you need a wheelchair’. A new spot for British Red Cross aims to build awareness of the work they do and illustrates their services through personification of ‘crisis’.

Agency: Leagas Delaney, London

A bit too sophisticated for us in India, but very well done. I loved the copy – it brings alive the fact that a crisis can strike in any form or shape, anytime. Without going over the top to depict a crisis, the almost sinister mood gets the idea across – you can feel the suspense as if a crisis is about to happen.



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