When the COVID-19 pandemic hit in early 2020, Médecins Sans Frontières’ global presence meant they were best placed to respond quickly. In order to do this, they needed to raise much needed funds. Our approach was to highlight the urgency of the crisis that MSF – and the world – were facing. Put simply, MSF were in a race against time to save lives. And they needed help.

The creative for this digital campaign heightened this feeling of emergency. The pared back monochromatic colour palette illustrates the action of MSF Field Workers on the frontlines. A haunting score accompanied the videos to further enhance this sense of impending doom if action wasn’t taken quickly.

Due to changing policies on social media platforms at the time, one of the challenges of the campaign was that we could not explicitly reference COVID-19 or coronavirus in the copy of the ads. To resolve this, we used animation to visually reference this topical issue.