The Ad Store’s human approach to communication found its perfect expression in a TV and offline campaign for UNHCR addressing the Muslim community globally. Leveraging on our outstanding production capabilities, the UNHCR chose The Ad Store to create a campaign that had the objective of urging the target audience to donate and help refugees who lost their normal life during the holy month of Ramadan.

The hero video commercial of the campaign was adapted in English and in several Arabic accents to allow for airing in all the Gulf Region and different western countries, like Canada and the UK. The campaign – called “Every second counts” – is based on a strong and immediately relatable creative concept: it takes only a second for a human life to change because of wars or natural disasters, but it also takes a second to donate and help people in need.