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Reference : V-F-CR-F-01657-A
Date : 10/2016
Title : La victoire à tout prix = Victory by any means = Una victoria a cualquier precio
Duration : 00:01:00
Director : RUBIN, Ariel
Cameraman : various
Editor : unknown
Confidentiality level : public
Publication restrictions : reserved users only
Copyright : ICRC
Production company : ICRC
Commissioned production company : DigitasLBi
ICRC producer :
RUBIN, Ariel
Production reference : AV558A
Description : The International Committee of the Red Cross (ICRC) has launched on October 31, 2016 an ad-style video which illustrates the terrifying human cost of ignoring the Geneva Conventions and aims to raise awareness of international humanitarian law. The 60-second film "Victory by Any Means", which uses real clips from conflicts around the world, takes viewers on a journey from utopian dream to humanitarian nightmare. It is the hardest-hitting campaign ad of its kind from the ICRC.
Starting with an upbeat voiceover and stirring music the ad initially depicts a utopian dream, using imagery of what seems to be a safe and prosperous nation. As it continues, the voiceover becomes more threatening and the mood darkens. Viewers begin to see footage of violations of international humanitarian law – with schools and hospitals being bombed, degrading treatment inflicted on prisoners and the use of chemical weapons. The film ends on scenes of destruction and desolation – the result of a "victory by any means" approach to war.
Original language : English; French
French title : La victoire à tout prix
English title : Victory by any means
Spanish title : Una victoria a cualquier precio
Colour/B&W : colour
Resolution : 1920 x 1080
Aspect ratio : 16/9
Original material/format : ProRes 422
Best material/format available : ProRes 422