Action Against Hunger is an international NGO that fights against world hunger. To celebrate its 40 years of existence, the NGO consulted us for a commercial.
We have noticed that for more than 20 years, NGOs have often, if not always, a dark, catastrophic, misery-like discourse in order to encourage donations by making the audience feels guilty.
For this commercial, we decided otherwise and proposed a campaign which does not trivialize suffering but offers a positive message.
We also did a photo shoot and created a new dynamic, positive and modern sound branding to reach a younger audience.