January 10: Today is International Cut Your Energy Costs Day. Tomorrow, the world will celebrate World Day of Natural Reserves. The day after tomorrow, events like Marzipan Day, Clean Off Your Desk Day, Organize Your Home Day, or Make Your Dream Come True Day will be internationally observed.
And the list could go on, because national or international, humorous or UN-official, there’s a holiday for most days of the year. But for millions of people whose lives are torn apart by war, none of these days have meaning. For them, peace is the only thing that matters and the most precious thing that can give meaning to their days.
For three decades, the international organization EMERGENCY has been supporting victims of war, landmines, and poverty by providing free, high-quality medical and surgical care. For more than a decade though, the NGO has been working with Ogilvy Italy agency to help address the consequences of conflict, raise awareness on this matter, and promote peace.
“The collaboration between Ogilvy and Emergency is a bond that has consolidated over time,” commented Giuseppe Mastromatteo, President & Chief Creative Officer at Ogilvy Italia. “Our wish remains the same this year, as it does every year, and we want to remind everyone of it loudly and clearly, every single day,” the CCO declared, referring to the NGO’s latest film.
Expressing her thoughts on the initiative, Simonetta Gola, the NGO’s Director of Communications, said: “In 2024, we had over 50 active conflicts in the world, with millions of people for whom every day is just another day of war. As we begin a new year, our thoughts can only go to them.” She added: “Thanks to Ogilvy for the profound sharing and enthusiasm with which they have imagined and realized our wishes for peace for more than 10 years.”
Suggestively titled “365 Giorni” (“365 Days” in English), the video draws inspiration from the fact that while for people around the world each day is yet another reason to celebrate, for those living in conflict zones these are days to run, hide, or say goodbyes.
The one-minute video invites the audience to discover what celebration “today” brings: World Tourism Day, Workers Day, Animal Day, Poetry Day, Family Day, Valentine’s Day, or Children’s Day. Images representing each such occasion sync to the voiceover, letting the viewers believe that what they see are images of people marking these occasions in their own way. But when the reality of conflict and war hits, all of these images change their meaning. Completely.
CREDITS
Brand: EMERGENCY
Agency: Ogilvy Italy
