Sir John Hegarty conceived this heartbreaking ad about how hunger can steal futures

Lynne Ramsay directed the cinema spot for UN World Food Programme

Published On
Sep 27, 2018

Editor's Pick

Director Lynne Ramsay ("Ratcatcher," "We Need to Talk About Kevin") helms a powerful cinema ad released this week by the UN World Food Programme, illustrating how hunger is still robbing children of their futures across the world.

The film, conceived by Sir John Hegarty out of his incubator venture The Garage Soho, was created in conjunction with the Global Cinema Advertising Association and aims to shine a light on the potential that is lost every time a child dies of hunger.  It opens with a woman surrounded by photographers receiving a prestigious award for "groundbreaking medical research." But as the flashbulbs continue to off, she speaks to the camera, informing us that there is "no discovery, no breakthrough"--because, as the film chillingly reveals, she actually died from hunger at the age of eight. 

“The creative challenge here is to find a way of engaging the audience without resorting to endless images of starving children. Creating empathy by reminding the viewer that when a child dies, we all lose,” says Hegarty in a statement.

At the conclusion of the film, the audience is then prompted to download the UN World Food Programme's ShareTheMeal app, using technology to make a difference. Emerging from the Cannes Lions "Hack for Good," a Facebook Messenger integration was also created for the ad  that allows viewers to scan or search for the ShareTheMeal Messenger bot, and find out more details about Miriam and her story.

The film is being distributed to cinemas globally to over 25 countries, coinciding with the United Nations General Assembly this week. It will also be supported online by Facebook and Instagram.

Credits

Date
Sep 27, 2018
Client :
UN World Food Programme
Agency :
The Garage Soho
Founder & Creative Director :
Sir John Hegarty
Creative Project Director/Agency Producer :
Moira Rizopoulos
Creative & Project Manager :
Opal Turner
Head of Strategy :
Nick Kendall
Production Company :
Somesuch
Director :
Lynne Ramsay
Producer :
Tom Gardner
Production Manager :
Elly Camisa
Production Assistant :
Maddy Perkins
Director of Photography :
Tom Townend
Production Designer :
Andy Kelly
Art Director :
Ashley Dando
Post Supervisor :
Bruce Fukumothi
Stills :
Alex Hulsey
Editor :
Adam Biskupsi
Colorist :
Jean-Clement Soret
Color Company :
MPC
Sound Design :
Pail Davis
ADR Recording :
Nick Baldock
ADR Recording :
Art 4 Noise
Costume Designer :
Sarah Blenkinsop

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