UNICEF: it is not a game

Ad Agency
Video advertising:

In an effort to raise awareness of the situation of children in South Sudan, UNICEF embarked on an unusual kind of campaign.
We sent an actor, a film crew and two South Sudanese youth to a major video game convention in Washington, D.C., and we were given a keynote address slot to pitch an exciting new video game to an audience of gaming enthusiasts.
The gamers in the room were real, as were their reactions and the footage that we captured for this short film.
In 2014, disasters and crises have affected children in many parts of the world.
In South Sudan, which only a few years ago celebrated its independence, food crisis and conflict during the past year have had deadly consequences for children.
Raising awareness is just one step toward helping the children of South Sudan, who are living every day in a life-or-death situation, and it is not a game. 
This video is not intended as a comment or attack on the gaming community. 

Advertising Agency: MMB, Boston, USA

Creative Directors: Jerry Cronin, Jamie Mambro, Fred Bertino / Art Director: Steve Cady
Copywriter: Michael Palma / Illustrator: Hiro Enoki
Agency Broadcast Producer: Diana LaBrecque / Executive Producer: Matthew O’Rourke
Director of Broadcast: Sara Ventetuolo / Account Director: Abe Gorelick
Account Executives: Steve Masterson, Heather LaChance / Production Company: Big Block Live
Producer: Corwin Carroll / Director: Joe Sabia / Editor: Annaliese Ritterhaus Brauman
Music House: DeWolfe Music / Recording Studio: Rumblestrip
Sound Design / Audio Engineer: Tom Love