Charity uses football to restart conversation about unexploded ordnance in conflict zones

The CSR arm of Grey Singapore has launched a campaign for a Danish charity that clears land mines from conflict zones, using football as the creative vehicle to raise awareness of an issue that is often overlooked by the media.

The #ClearThePitch campaign for DCA Mine Action uses a cover of ‘You’ll Never Walk Alone’, the team anthem for English football club Liverpool, in a video featuring a small boy with a foot missing as a result of a leftover bomb from war.

“Did you see the bomb?” asks the child in the film. “I didn’t. The video links to the website

Till Hohmann, Grey Group Singapore’s ECD and VP for the GSK business, commented: “The theme of football is everything but random. It allows us to reach and involve a huge group of people: not just millions of fans but also the clubs, players, associations and potentially even the sponsors. With a surprising but actually hard-hitting link: for millions of children playing the sport we all love is extremely dangerous. Our hope is to capture the imagination of the world of football to give the topic and our partner DCA both the visibility and the financial support that are so urgently needed.”

NGO and brand: DCA Mine Action
Client team: Richard MacCormac, Nikolaj Søndergaard, Christian Sophus Ehlers, Anne Kristine Erhardsen,
Camilla Tollstorff Ardilsø, Mulle Juul Korsholm, Anne Mousten, Tobias Juhler Maureschat
Agency: Grey Group Singapore (through Grey for Good)
Agency Team: Till Hohmann (ECD), Antonio Bonifacio (CD), Konstantin Popovic (MD), James Dickinson (CW),
Luis Fabra (AD), Brendan Cravitz (Sr. EP), Lauren Rilley (Producer), Rasyiqah Rahman (AM), Suresh
Ramaswamy (Digital lead), Karishma Menon (Digital), Huma Qureshi (PR lead), Yanrong Pang (PR)
Film Production Company: Great Guns
Executive Producer: Laura Gregory
Producer: Mathew Alden
Line Producer: Ann Suthida Sihasavetra
Director: James Teh
DOP: Sinthop Sophon (Jeab)
Production Design Nattachai Kitjanawanchai (Nut Art)
Music and Sound Design: Yessian Music, New York
Composer/Arranger: Michael Dragovic
Sound Designer/Mixer: Jeff Dittenber
CCO: Brian Yessian
Song: “You’ll Never Walk Alone” (by Richard Rodgers and Oscar Hammerstein II)
Editing and Post-Production: Cutters
Production Team: Timo Otsuki, Shumpei Negami
Editing and Post Production Team: Ryan McGuire, Ben Conkey, Toshiki Kamei, Dr. Yu, Tomomi Ogawa


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing