Doctors Of The World Digital, DM, Case study Reality Xmas by McCann London

Reality Xmas

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thomson, Rob Doubal
Creative Director Mike Oughton
Art Director Olly Wood
Copywriter Matt Searle
Creative Olly Wood, Matt Searle
Production Craft
Released October 2016


D&AD 2017
Creativity for Good Design/Not for Profit Wood Pencil
Integrated & Collaborative Earned Media/Medium Business (50-500 employees) Wood Pencil

Credits & Description

Agency: Mccann London
Client: Doctors of The World
Head of Art: Dan Howarth
Head of Integrated Production: Sergio Lopez
Studio Manager: Ellis Faint
Artworker: Muhammad Qasim
Account Director; Business Director: Francois D'Espagnac; Aj Coyne
Account Manager: Tom Baines
Director of Communications: Louise Ringrose
Marketing Exec: Rami Noumaan
Co-President & Chief Creative Officer: Rob Doubal
Co-President & Chief Creative Officer: Laurence Thomson
Creative/Art Director: Olly Wood
Creative/Copywriter: Matt Searle
Art Buyer: Pam Oskam
Creative Director: Mike Oughton
Executive Producer: Sophie Chapman-Andrews
Retoucher: Rob Mcdonald
Print Producer: Liam White
Production Company: Craft Worldwide, London
Media Agency: Um, Manchester
Pr Agency: Persuasion Communications Ltd
Project Manager: Jon Marshall
Planner: Nick O'Quinn, Charlotte Walters
Every Christmas, we see romanticised images of the ‘Holy Land’. Everything looks calm and peaceful. Yet today, the Middle East is ravaged by war. Doctors of the World brought this inconvenient reality to the fore with #RealityXmas - a set of Christmas cards designed to spark debate, provoke outrage, get petition signatures and increase donations. Combining traditional nativity scenes with 2016 editorial war images, the cards spread across the world, gaining an unprecedented response.