McCann Erickson's Paris division created a print and
television version of this ad for the European Council on Refugees and Exiles.
The television ad shows us a familiar picture of a plane with a red carpet
placed upon the air-stairs. This image indicates importance and the triumphant
music invites the audience to think of arriving celebrities or dignitaries. As
the camera pans out, the music falters and we are able to identify the red
carpet as a trail of blood. The print ad focuses on this final scene, using the
same copy as the television piece.
This ad broaches the important work the ECRE do, encouraging
the general public to think about these issues in a heightened way. Changing a
person's opinion through advertising is hard, but this ad forces the viewer to
acknowledge (and perhaps, alter) their preconceived
opinions on refugees within their own country. It's a great example of an
agency taking on Non-profit work and taking a daring step that truly engages
with the public.
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