Sustainable development blog : ecology and humanitarian aid

The Red Cross has settled a very original device on its Spanish website.

A red cross entirely integrated into the text of the article can be seen. What’s the goal of it? It is to show people that the Red Cross is still present and still active in our society, as well as it is still engaged in the fight against suffering, even though we tend to forget about its existence.

This skilfully displaced logo thus aims at reminding us of the omnipresence of the Red Cross alongside the wounded, and of its permanent fight to cure the ill… The very clicking on the cross opens a page which invites us to become voluntary workers. This campaign has been rewarded with a silver Cyber Lion in Cannes, in 2009.

For those who would not know what the Cannes Lions are, what you should only remember is that the latter are a prestigious reward which every creative mind dreams of receiving one day. Of course, the Publicis Modem communication agency is not a fledgling and the Cannes Lions must be squeezing onto its shelves… Still, it is an important gratification.

• Project manager: Kuki Bastos
• Creation director: Chema Cuesta
• Creation director: José Marin
• Copywriter: Julian Tobias
• Art Director: Olga Lopez
• Planner: Luis Miguel Munoz
• Creative programmer: Francisco Hinojosa
• Creative programmer: Miguel Lopez

This article is a translation of Yoann's French article "Jouer la discrétion pour… se faire remarquer".