For the first time in the Olympics history, the games saw a team of refugee athletes competing in the games. But unlike other competitors supported by their nation countries, these champions had no official “home” to call their own, and thus, no anthem and no flag. Amnesty International and Ogilvy & Mather came up with a solution to unify them, with their own red and orange banner as well as their own song, both of which were created by refugees as well. The flag of the “Refugee Nation,” created by the Syrian refugee Yara Seid, was orange and black, to represent the life vests the athletes wore as they set off in boats for a better life. Another Syrian refugee, composer Moutaz Arian, created a wordless anthem to convey a universal message of love and hope.
With the fluid times we live in, people belong less to their countries of birth and tend to regroup around ideas as causes, from which they prefer to reclaim their identity. From “Trash Isles” to “The Refugee flag”, more and more award winning ideas tend to reshape the way we relate to identity in the 21st century.
This idea won 1 Grand Prix, 7 gold, 4 silver and 5 bronze in Cannes Lions 2017. The team behind it – Ogilvy New York.
AGENCY: Ogilvy New York
CLIENT: Amnesty International
CHIEF CREATIVE OFFICER: Alfonso Marian
CHIEF CREATIVE OFFICER: Corinna Falusi
EXECUTIVE CREATIVE DIRECTOR: Jon Wagner
CREATIVE DIRECTOR: Artur Lipori
CREATIVE DIRECTOR: Caro Rebello