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International Committee of the Red Cross – International Committee of the Red Cross: Choose

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International Committee of the Red Cross – International Committee of the Red Cross: Choose

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Following its Cannes Grand Prix-winning campaign, Hope, for the International Committee of the Red Cross, Sra Rushmore is back with a new spot focusing on the increasing threat of nuclear arms.

Titled Choose, and helmed by Nacho Gayan via Agosto, the film sees two friends discuss their futures in the event of a nuclear explosion. 'Live or die?' is the choice they have to make, and the spot cleverly shows how their reasons for opposing choices - 'I'd never see my family again', 'I'd never taste my favourite food', 'I'd never travel' - are fundamentally the same.

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