AC Japan—“Is that the sound of children or gunshots?”

Advertising

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An advertising campaign for Save the Children, an international NGO with advertising support from AC Japan.
Depending on the phrasing of the question, the silhouettes of the children appear to be fleeing gunfire and bombing rather than playing.
By changing the perspective in this way, we aimed to frame the reality faced by children in conflict zones as a familiar sight.

Client

Advertising Council Japan

Art Director

Nishimura Kensaku

Designer

Nishimura Kensaku

Copywriter

Hara Mariko

Planner

Hara Mariko

Image Editor

Enjo Tomonori

Producer

Yamamura Taketo

2020

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