Cross Culture – Creative ideas for a world brand
The following clip (which is shown in 4 different languages) is a conceptual piece and not an official video for the International Committee of the Red Cross.
This project was produced at the Fachhochschule Düsseldorf, University of Applied Sciences, in the Winter Term 2003/04.
Supervision: Professor Wilfried Korfmacher
Concept & animation: Henning M. Lederer
© Henning M. Lederer 2003/04
Introduction: In recent years war has developed away from being a mere theoretical ‘solution’ to conflicts towards an actually applicable response.
Violence is carried out in a determinedly open way, without regarding international law or the dignity of men.
Starting point: In these times that are marked by war and terrorism the Red Cross represents a particular and important institution: It is based on the Humanitarian International Law, stands for its fundamental goals and ideas, and it struggles for maintaining humanity.
Intention: This particularity of the organisation – its neutral, impartial role in conflicts and hostilities – is to be emphasised, communicated and publicised.
Idea: A human element in the inhumanity of reality
Realisation: The idea is put into practice in form of a 38-second-long film-clip. In contrast to many other clips and advertisements in the field of social communication my / this film renounces intentionally the use of common pictures of sorrow. Instead it works with abstract forms and typographical means. In a chaotic and destructive structure of violence, the sign of the Red Cross appears. It is built from the organisation’s ideals and activities, it breaks through the black chaos and marks a sign, a sign of humanity.