How do you open a prestigious gala with a video that opens people’s wallets?
As the global refugee crisis worsens, compassion fatigue has crept into wider society. Briefed to create a video to open the International Rescue Committee’s annual fundraising gala, we couldn't rely on standard tropes that simply provoke sympathy. Instead we needed to inspire attendees to take action.
Collaborating with comedian Keegan-Michael Key, and IRC President David Miliband, we created ‘Don’t be angry, take action’. Playing his 'anger translator' character Luther, Key’s angry outbursts were channeled by Miliband into action. This was a great opportunity to communicate IRC’s commitments, achievements and goals to audiences. The Gala raised over $10m for the IRC, and the Take Action video earned over 300k views online.