Saatchi & Saatchi Cape Town advocates for Mine Free World!

26,000 people fall victim to landmines each year while going about their everyday lives. This translates to 71 people dying each day doing ordinary things like mowing the lawn or shopping for groceries. The International Campaign to Ban Landmines (ICBL) is a global network in over 90 countries that works for a world free of antipersonnel landmines, where landmine survivors can lead fulfilling lives.

Creative director at Saatchi & Saatchi Cape Town, Gavin Whitfield says, "The objective of the campaign is to increase awareness around the issues of land mines and drive people to the campaign website (www.icbl.org ) to assist those affected by land mines by taking the pledge or joining the International Campaign To Ban Landmines."

Whitfield explains, "We wanted to highlight the dangers landmines pose to everyday life and drive people to the site dedicated to helping those affected. We did this by using imagery of a person doing daily chores in a bomb suit (shopping, mowing the lawn and vacuum cleaning). The juxtaposition of the images makes them seem bizarre until the line is read; In 66 countries landmines are a part of everyday life."

"We chose this style of execution because it helped consumers relate to a crisis unknown to them. It really puts this problem in their backyard."

"The final output of the creative shows bizarre visuals, which really makes the viewer take notice of the issue," Whitfield adds. "We are hoping that we can assist in getting the organisation the much needed awareness they deserve."