MUSE Platinum

2023

Education In Motion

Entrant Company

VICE Media Group

Category

Branded Content - Public Service & Activism

Client's Name

European Commission department for EU Humanitarian Aid

Country / Region

Netherlands

Humanitarian crises threaten the education of young people across the world. The European Commission's department for EU Humanitarian Aid believes that education is a fundamental right and basic need that must not be threatened. To advocate for this belief, the EU launched the #EducationNoMatterWhat campaign.

VICE News and the European Union joined forces to create an emotional connection between young EU citizens and those living in crisis areas, emphasising the power of education as a force for positive change.

The campaign, Education In Motion, aims to emphasise the critical importance of education in the face of humanitarian crises. Through a documentary pitch competition, young Europeans (18-24) were given the unique opportunity to share their visions with the world and bring their ideas to life, guided by VICE's production and storytelling expertise.

Out of 154 applications spanning 13 EU countries, Varvara Mozhaieva’s film pitch was chosen as the winner by a panel of VICE film makers, illuminating the role of education in the lives of displaced young people, more specifically Ukrainian refugees like herself.
The winning documentary 'Zosya', chronicles the journey of the 18-year-old art student, Zosya, who escaped war-torn Ukraine to embark on a new life in Düsseldorf. A poignant testament to the power of art and education, the film illustrates how access to resources, knowledge and expertise helps to integrate and rebuild lives, while preserving cherished Ukrainian memories, heritage and connections.

To amplify the campaign's impact, the multi-platform Education In Motion was adopted, on which several advertorials, social videos and carousels coalesced. The campaign's message resonated across 13 European markets in seven languages to echo the belief that education empowers change and hope for a brighter future.

Credits

Director
Veronique Engel
Director
Varvara Mozhaieva
Creative
Josephine de Ruiter
DOP
Cas Esders
Producer
Annemijn Boon
Post Producer Supervisor
Boye Rijs
Editor
Tim de Wit
Talent
Zosya Rosenfeld
Animations
Rob van Gelder
Composing & mix
Reeza
Gaffer
Thijs Besteman
Bestboy
Ole Kroes
Grade
Roman Strijbos
Sound
Merijn Kramp
Producer Assistant
Weiya Yeung
Strategist
Stef Dunselman
Media Strategist
Mohammed Hubrak
Campaign Manager
Isa Hendrix
Account Manager
Riek Janssens
Commercial Director
Raphael Dumont
Client
European Commission department for EU Humanitarian Aid
Agency Client
ICF Next
Development Producer
Anonymous
Digital Platform Design
Mr Ynk
Digital Project Manager
Rob Thomas
Article Editor
Emily Goddard
Photographer
Weiya Yeung
More Platinum Winners
Video
2023
MUSE Advertising Awards - Pistol Whip: Smoke & Thunder - Accolades Trailer

Entrant Company

Player One Trailers

Category

Video - Animation

Country / Region

United States

Video
2023
MUSE Advertising Awards - Ready to Reach Hyperspeed?

Entrant Company

CHS

Category

Video - TV Ad Campaign

Country / Region

United Kingdom

Video
2023
MUSE Advertising Awards - Saudi coffee, culture in a cup
Saudi Ministry of Culture

Entrant Company

80's Creative

Category

Video - Cultural

Country / Region

Saudi Arabia

Video
2023
MUSE Advertising Awards - WMX Corporate Rebranding Video
Warner Music Experience, Inc.

Entrant Company

Yamamoto Agency

Category

Video - Branding

Country / Region

United States