The Salvation Army reinvents the fairy tale with VML

The Salvation Army Foundation is once again calling on our agency, VML France, to launch its new campaign "Nour's Odyssey." Our goal through this communication is to highlight the Foundation's historic mission, "Transforming Lives", through one of its most iconic Parisian shelters: the Palais de la Femme. Founded in 1926, this unique place welcomes more than 300 women living in precarious situations every year. To celebrate the centenary of this building, we chose to challenge the traditional codes of humanitarian communication by using the form of a fairy tale. Our animated film reveals, at the very end, a far more poignant reality: the exile of a migrant mother and her 8-year-old daughter. Faced with the budget constraints of the non-profit sector, we chose innovation by relying on Artificial Intelligence (AI) creation tools to design this ambitious, long, and immersive narrative format.