This Campaign Wants You to Make a Child Cry

Doctors of the World Puts a Spin on Familiar PSAs

Published on Jul 13, 2015

Editor's Pick

Is there anything more heart-rending than the wail of a small child? The beginning of this spot for French charity Doctors of the World (Medecins du Monde) can't fail to get our attention, as we see footage of young kids crying their eyes out.

The children, clearly in pain or terrified, at first seem a familiar sight reminiscent of films from other PSAs featuring little ones sobbing from misfortune. But, as it turns out, they are crying for another reason. The international campaign, by DDB Paris and directed by Achim Lippoth of Magali films, links to a donations website.

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Jul 13, 2015
DDB Paris
Doctors of the World
Executive Creative Director:
Alexander Kalchev
Gautier Fage
Sebastien Henras
Julien Bon
Benoit Oulhen
TV Producer and Achat d'Art:
Marine Rolland
Sound Director:
Studio 5
Digital Producer:
Alice Kraft
Account Management:
Matthieu de Lesseux
Account Management:
Marine Hakim
Account Management:
Sophie Colus
Public Relations:
Ann-Marie Gilbert
Photography Director:
Achim Lippoth
Magali Films

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