We all know what charity adverts look like: unavoidably serious with a top down, celebrity voice intoning gravely over a TV ad focussing on a recent and desperately urgent disaster. And while the intentions are obviously very worthy it can become hard to distinguish between which disasters are most worthy in an overcrowded market. That’s why this newsletter’s 'liquid inspiration' is the new Oxfam advertisement 'Be Humankind'.
What is great about this ad is that it is a radical departure for a charity. It repositions the Oxfam brand by purposely targeting those who are apathetic towards the issues affecting the world rather than focussing on a specific issue. It’s a brave and pioneering move by a company who have always been at the forefront of innovation in advertising and creating distinction in a competitive market.
The campaign, created by RKCR/Y&R, includes a 40 second TV spot and a provocative poster campaign. The TV ad creates an all encompassing notion of humankindness which can act as a vehicle for the rest of the integrated campaign and any future campaigns which Oxfam may launch.
The ad itself is a superb piece of animation, depicting how issues such as poverty and global warming are intertwined in our lives. An old lady is shown walking down a high street, bewildered by newspapers and TV news which tell of Asian famine and floods. The words transform into insects, crawling and flying down the street.
As the old lady turns the corner she is confronted by a large black monster, Injustice. As she starts to scream at the monster, a beam of light flows from her mouth. Or maybe they are flames of justice. Or maybe it’s vomit. Whatever it is her actions encourage others to join in and the ad culminates in the Injustice monster erupting into a rainbow of fireworks which shoot into the sky. The camera pans out showing the entire world, beautifully animated in vibrant colours. Finally, the words 'Be Humankind' appear across the screen.
The strapline 'Be Humankind' encapsulates the message of the ad well: it is a great phrase which works on many levels. Indeed, the copy throughout the campaign is both evocative and clever. The poster campaign continues the theme and, thankfully, the quality. Thought provoking slogans on brightly coloured backgrounds enhance the message:
‘Get rich quick. Give.’
‘Everyone deserves life’s little luxuries. Food, water, you know, that kind of thing.’
‘Malaria. Dysentery. Apathy. Three of the world’s biggest killers.’
Each ad provides a call to action (Text HUMAN to 87099, Oxfam.org.uk if you’re interested) and it is this impulsive moment which the campaign works so hard to achieve. Whether it will succeed is another matter. We will see. It certainly deserves to. Hopefully it will encourage companies to push their creative forward while also showing people the positive impact they can have on the world when they work collectively.
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