For over 150 years, the International Red Cross has protected the most vulnerable people in war zones around the world. Recently, their focus is on the war-torn Gaza Strip. At any given time, 1 in 3 people in Gaza are without power. No power means people can’t study, cook, clean, refrigerate food or heat their homes.
To raise awareness for this issue, we challenged TikTok’s top creators to do what they do best—in the dark. The#LifeInTheDark challenge turned the social platform where people flaunt their skills, into a place filled with fails. Turning off the lights became a simple yet powerful way to visualize the ongoing crisis.
CREDITS:
EVP, EXECUTIVE CREATIVE DIRECTOR: Guy Seese
CREATIVE DIRECTOR/AD: Claire Nellessen
ASSOCIATE CREATIVE DIRECTOR/CW: Saedi Burke
EXECUTIVE DIRECTOR OF MUSIC AND AUDIO: Paul Greco
MEDIA SUPERVISOR: Ege Ayan
EDITOR: Cody Liesinger
VP INTEGRATED PRODUCTION, NORTH AMERICA: Craig Jelniker
PROGRAM DIRECTOR: Andre Sapp
SENIOR PROJECT MANAGER: Emma Kearney
STRATEGIST: Ian Goldizen
PR: Lindsey Legat
CLIENT: The International Committee of the Red Cross
TIKTOK INFLUENCERS: @kimmyskreations, @markliamsmith, @fritzdoesart, @realchadwithaj, @mckenziearrington, @amandaeveart, @caitconquers, @zhangcatherine, @justlex.x