The Work
briefs are the
ones that matter
most.
Brot für die Welt is one of Germany's most important humanitarian organisations — and one of the most demanding creative briefs you can take on. Brot für die Welt has always campaigned for human rights all over the world and helps people in crisis regions. Because everyone has a right to a life in dignity. And yet the examples in our campaign show that such a life is still not possible for everyone. The subject is real. The stakes are real. There's no room for clever-for-clever's-sake.
The work had to move people — not manipulate them. It had to communicate urgency without exploiting suffering. It had to make a donation feel like the most natural response to what they'd just seen.
It was one of the first projects I worked on and I still like it today.
