Campaign Spotlight

Campaign Spotlight: Cheil Spain Launches Campaign for International Committee of the Red Cross to Break the Prejudice Around Missing Relatives

International Committee of the Red Cross is launching a film to tell the real stories of people looking for their missing relatives.

Created by Cheil Spain, the campaign aims to break the tired prejudice of the typical static image of relatives posing with a missing person’s photograph. Instead, the agency has created a campaign that puts the disappeared person inside the image, telling the story of their family.


Cheil’s 90-second film, and four 30-second versions, will run across Facebook, Instagram, Twitter, and YouTube globally.

The activity gives visibility to the tireless effort made by families seeking their missing relatives, and addresses the stereotype of inactive relatives waiting for disappeared people to return. It shows people posing with their relative’s photo, remaining in silence to leave the disappeared person to tell their own story for the first time.

María Emilia Cicoria, the Audiovisual Producer at International Committee of the Red Cross, said: “There is a need to give visibility to the tireless effort made by families seeking their missing relatives. We wanted to touch the hearts of the audience because, behind the typical image of the family member with the photo of their loved one, there is a search story that we can’t even imagine.”

Joaquin Espagnol at Cheil Spain said: “Sometimes reality goes beyond fiction – this campaign is full of true testimonies. There were so many compelling tales that it was really hard at the beginning of the process to select the stories of each family.”



Executive Creative Director: Joaquin Espagnol

Creative Director: Nicolas Diaco, Ezequiel De Luca

Art Director: Rodrigo D. Batista, Elenita Hernandez, Julian Diez

Copywriter: Rodrigo D. Batista, Elenita Hernandez, Celia Martin

Agency Producer: Sergio Huerta, Carlos Montiel,

Production Company: Landia

Director: Maxi Blanco

Executive Producer: Nicolas Cabuche

Producer: Alberto Lopez

Post Production: McNulty

Sound Design: Sonomedia

DoP: Pablo Clemente

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