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Client : MSF France
Category : Integrated campaign

Agency : Wieden+Kennedy

concept
Since its creation in 1971, MSF has based its action on one key principle: independence. It’s independence that allows MSF to go where cameras won’t go. It’s independence that allows MSF to welcome wounded from opposite sides into the same hospital.  It’s independence that allows MSF to denounce those who don’t respect the rights of the victims, whoever they are. This independence is priceless, but it has a cost.
We partnered with French actor Ahmed Dramé, who serves as ambassador for the platform and stars in the film at the heart of our campaign, to promote it. The 90-second film is featured on the platform itself, while a 30-second version will air on television and online.

Partnerships
To help MSF guarantee this independence and to target younger donors between the age of 18 to 35, we created a crowdfunding platform that offers a wide range of unexpected rewards matching all levels of donations. From exclusive collaborations with hip French brands such as Maison Kitsuné or Paris Nord, to unique experiences, including a dinner with an MSF doctor or a personalised autographed guitar from Muse, everyone can find a fitting reward to match their desired donation amount.

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Promo assets
The campaign is additionally supported by print, guerrilla posters and digital and social executions.

Awards
FWA  Site of the month

FWA  Site of the day