These Striking Ads Juxtapose Olympic Heroics With Refugees' Struggle to Survive

Swimming, jumping and running for more than a medal

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Some news both excites and terrifies communities. One such example is winning the bid to host the 2024 Olympics, as Paris learned it did last month.

Such an honor is a mixed blessing, but that’s hardly France’s biggest problem right now. In case anybody forgot, we still have a refugee crisis on our hands.

To this end, human rights organization La Cimade launched “Living Is Winning.” As glorified sports advertising ramps up, the awareness campaign is determined to remind us of the thousands who commit feats of athletic prowess for greater stakes than medals.

Three 30-second ads were created and directed by Josiane Paris’ Valentin Guiod and adam&eveDDB London’s Min-Hyung Choi, with support from Josiane.

“Swim”

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