Save the Children: Most Shocking Second a Day

Save the Children: Most Shocking Second a Day

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Save the Children: Most Shocking Second a Day
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“Warning: You will not be able to forget this 90-second video… No one-second-a-day video you’ve ever seen, or are likely to see, will have the impact of this ad…”

Slate
Save the Children: Most Shocking Second a Day

After three years of conflict in Syria, international attention about the issue had waned. The devastating humanitarian crisis engulfing Syria’s children was being ignored.

Save the Children UK partnered with Don’t Panic and UNIT9 to create a compelling short film to help raise support for the victims of the war in Syria. The video earned over 21 million views on YouTube in its first five days, with more than 43 million views to date. The video, set in a dystopian London, shows the tragic impact that violence and terror can have on a child’s life.

“We wanted to make something that would resonate on a global stage and feel contemporary and relevant to modern audiences. That’s why we took the conflict in Syria and placed it in London.”

Martin Stirling

A major component of the video was finding the right talent. UNIT9 told the story of a child affected by war, supported by a stunning performance from a talented young actress named Lily. The video creates a subtle tension by keeping Lily’s performance in the foreground while allowing the action to unfold in the background. All 60 scenes of The Most Shocking Second a Day Video were filmed in just two days, with each scene lasting for just one second. It was a production process that required a great deal of planning and precision.

“I can’t help but admire its ingenuity (the cleverness of the concept) and craft (which is at the level of an expert short film).”

Slate

The Most Shocking Second a Day Video has been awarded ADWEEK Ad of the Week and Creative Review Ad of the Week. It has risen to the top of Ad Age Viral Chart, landing Creativity Pick of the Day. In March of 2014, The Most Shocking Second a Day Video became the first non-profit advertisement to be named the most popular advertisement of the month on YouTube. It was awarded a Gold Cyber Lion for best Social Video in June of 2014.

 

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