Numéro10: Campaign for Terre des hommes
Numéro10 frees itself from the usual images of many NGOs, which spread a depressed mood, moralize and arouse feelings of guilt, and takes the audience on a journey into the fantasy world of children.
Because children have an important, unique ability: imagination. Alone with the power of their dreams, they can transform a mere piece of cardboard into an impregnable castle or a supersonic rocket. The agency uses these moments of carefreeness, freshness and lightness to show that children have the right to simply be children in all life situations.
The four print motifs of the campaign show children from all over the world in their homeland, captured in a moment of reverie and play. The spot, realized with stop motion, brings their imaginary world to life. It invites the audience to share this moment of escape from reality and remember their own childhood.
The text is constructed in such a way that the brand becomes established through the repetition of "Terre de" together with an expression associated with childhood, thus promoting awareness. Since the Terre des hommes brand name remains French in all markets, the agency decided to be consistent with the brand's roots and presents an identical concept in French for German-speaking Switzerland. The national campaign can be seen on television, posters and mobile devices, in the press and on social media from September 26.
