The Lifeline campaign was filmed and photographed entirely on location in two Burmese refugee camps and a nearby village on the Thai-Burmese border in October 2017.
The visual metaphor of the Lifeline concept is so poetically clever that it touched me instantly. I immediately immersed myself in developing a very organic and realistic interpretation that captures the simplicity and naive poetry of a children's storybook while addressing the most horrible realities of life.
Human resilience is infinite.
Portraying such drama through doodles held by real people creates a direct emotional connection with the viewer, offering great authenticity and simplicity. This is not just another generic war scene or refugee camp that could have been filmed anywhere; we engaged deeply with the real situation, capturing the daily reality of those living in the camps.
My greatest revelation was a little boy named Siti Pong, featured in the film's finale. Despite missing a leg and three fingers, his impressive zest for life and contagious smile shine brightly. Watching him play soccer with the other children reinforced for me that hope never dies.
Awards • Shots • Luerzers Archive's • Applied Arts Awards 2018 • Lux Awards 2018 • Cannes Lions 2018
Press: Shots - The Drum - Little Black Book
Credits
CLIENT Humanity & Inclusion • TITLE Be A Lifeline • AGENCY Cossette, Canada • DIRECTOR Olivier Staub • DoP Olivier Staub • PRODUCER Vlad Doclin • PRODUCTION MileInn • CHIEF CREATIVE OFFICER Antoine Becotte • COPYWRITER Linda Daw • ART DIRECTOR Stephane Gaulin • Digital Assets/Compositing/Online Shed
Behind The Scene
