The sea

After this, the sea will never be the same.

Εvery year, the vast majority of Greeks spend their summer holidays by the seaside, swimming and having fun with friends and family.  However, in 2015, more than 3,000 refugees drowned in these very waters. This glaring contradiction was the key insight behind McCann’s TV spot for UNHCR, where moments of fun and relaxation alternate with moments of anguish and desperation, all accompanied by a chill-out musical score. The campaign’s main goal was to help UNCHR mobilize as many volunteers as possible by highlighting the public’s indifference to the plight of the refugees.

Fortunately, public response was dramatic; people volunteered in the hundreds and a humanitarian aid mechanism was finally set in motion.