In recent years more and more news networks have resorted to sensationalism, opinionated news anchors and selling the news as entertainment to keep ratings up.
Al Jazeera is a news network that prides itself on going beyond the usual headlines to find the real story. So we created a global campaign called Hear The Human Story to share their philosophy with the world.
We started by creating an six minute documentary about Champa Pal, a member of the all-women Gulabi Gang in India. In a culture where many women endure huge inequalities and abuse due to gender, Champa Pal found a way to conquer her oppressors.
We then travelled to Rwanda, India, Spain, Jordan and the Philippines to capture incredible stories from individuals. We documented the stories in film and photography and shared them as TV and online films. This was supported by press, outdoor and an activation.
The global integrated campaign did more than just position a brand it gave a voice to those that other networks often choose to ignore and injected some much needed humanity back into the news.
One Show: Bronze and 2 Merits
Dubai LYNX: 2 Silver and 3 Bronze
New York Festival: 2 Shortlists
Red Dot Awards: Gold in Cinematography for We Are Fire
PromaxBDA Promotion, Marketing & Design Awards: 1 Gold, 1 Silver and 3 Finalists
Short film festival acceptances:
We Are Fire - Berlin Film Festival
We Are Fire - Palm Springs Short Film Festival
We Are Fire - Rhode Island International Film Festival