As the Mediterranean Sea remains a critical passage for migrants seeking safety and a brighter future, tragically, it has also become a graveyard for many who lose their lives during the perilous journey. Since 2014, over 28,000 people have perished in these waters.
The absence of secure and legal pathways underscores the importance of the civil navy’s commitment to not merely stand idly by. This message is the focal point of the latest collaboration between NGO Emergency and Ogilvy, titled ‘Man At Sea.’ Beyond Emergency’s efforts in conflict zones, the organization reiterates its dedication through its ship, ‘Life Support,’ aimed at searching and rescuing migrants navigating the treacherous Mediterranean Sea – one of the most hazardous migration routes.
The film, ‘Man at Sea,’ unfolds as a dystopian narrative on any Mediterranean beach. A lifeguard patrols the horizon, spotting a drowning man. As he rushes to the sea for the rescue, he encounters opposition from onlookers offering commonplace excuses: “Who knows where that guy comes from?”, “Where would he stay?” “As long as they know they’ll get rescued, they’ll swim here.” “Those people never want to do anything.” “They should stay home.”
Surrounded and obstructed by bystanders, the lifeguard is unable to reach the drowning man, who succumbs to indifference amidst the crowd, serving as a potent metaphor for the apathy that envelops these tragedies daily.
Giuseppe Mastromatteo, President and Chief Creative Officer of Ogilvy Italia, reflects on the film, stating, “The Emergency film is a long tradition between Emergency and Ogilvy, bringing us to address the most vital and universal topics in society today. This year, it led us to experiment with a new language—a completely different tone of voice—aimed at interrupting the constant flow of online content and compelling people to truly pay attention.”
Quoting EMERGENCY’s founder, Gino Strada, “Rights should belong to everyone. Otherwise, they should be called privileges,” Emergency emphasizes the need for safe legal access and a coordinated rescue mission on a European level. However, in the interim, they stress the imperative to take immediate action instead of being passive witnesses.
In a year marked by 14 missions, the EMERGENCY Ship has rescued 1,219 men, women, children, and unaccompanied minors risking their lives in the Mediterranean Sea to reach Europe.
Credits
Brand: Emergency
Agency / Creative: Ogilvy Milan
CHIEF CREATIVE OFFICER: Giuseppe Mastromatteo
EXECUTIVE CREATIVE DIRECTOR: Lavinia Francia
EXECUTIVE CREATIVE DIRECTOR: Francesco Basile
CREATIVE DIRECTOR: Alberto Crignola
CREATIVE DIRECTOR: Nicolò Mondonico
HEAD OF STRATEGY: Luca Tapognani
STRATEGIST: Silvia Tasso
ACCOUNT HANDLING: Eleonora Guidolin
HEAD OF PRODUCTION: Sanam Bartoletti
PRODUCER: Lorenzo Alaimo
HEAD OF SOCIAL MEDIA: Carola Bracci
SOCIAL MANAGER: Melanie Gemelli
PR: Anna Esposito
PR: Emanuele Palmieri
PRODUCTION: The Family
EXECUTIVE PRODUCER: Lorenzo Ulivieri
EXECUTIVE PRODUCER: Stefano Bajetto
PRODUCER: Sofia Fontana
DIRECTOR OF PHOTOGRAPHY: Hiero Spitz
PRODUCTION MANAGER: Marco Alzati
PRODUCTION MANAGER: Omar Bertulli
STYLIST: Elena Cavallaro
DRONE OPERATOR: DD Experience
POST PRODUCTION / VFX: The Family
PRODUCER: Simone Barbella
EDITOR: Luca Angeleri
COLOURIST: Giorgia Meacci