On Line, Off Line, Below the Line, Above the Line.
There is No Line!
There is No Line!
SCOPE
The migration issue in Cyprus stands as a critical national concern, necessitating swift and resolute actions. The Ministry of Interior recognized the need to communicate its decisive measures to the public. Summercliff created a compelling video that would articulate the gravity of the issue and highlight the transformative steps taken.
IMPLEMENTATION
The video's visual narrative was carefully crafted to mirror the complexities of the migration challenge. Through striking visuals, the video aimed to bridge the gap between the abstract nature of policy decisions and the tangible impact on people's lives.
The voice-over provided a narrative thread, connecting the abstract visuals with concrete accomplishments, making the Ministry's efforts tangible to a broad audience.
STRATEGY
Summercliff's strategy was grounded in the belief that the impact of governmental actions could be communicated effectively through artistic storytelling. By visually representing the achievements, the agency aimed to evoke an emotional response, fostering a deeper understanding of the issues at hand. The abstract art served as a metaphorical canvas, illustrating the transformation and mirroring the Ministry's journey.
The overarching strategy focused on revealing the tangible steps taken to put an end to the abuse of the system. The video depicted the Ministry's commitment to supporting those genuinely in need, emphasizing a balanced and compassionate approach to the complex challenges of migration.
Through abstract conceptual art and a strategic narrative, the video effectively communicated the gravity of the migration issue, the decisive actions taken, and the transformative impact on both the system and the lives of those seeking refuge.
