Red Cross Made to Stand Upright

Red Cross France (Croix-Rouge Francaise) has launched a new television advertising campaign using the phrase, “l’Homme est fait pour rester debout” (Man was made to stand upright). The film was released on the occasion of the 150th anniversary of the Battle of Solferino, an event giving rise to the Red Cross/Red Crescent Movement.

Red Cross Standing video

We’re shown a series of scenes showing Red Cross volunteers helping people to their feet after accidents and illnesses, all stitched seamlessly together in one continuous circling shot. We’re shown scenes of men and women providing care in war, food aid, prison visits, support for persons with disabilities, and response to disasters.


The Upright ad was developed at TBWA\France by creatives Stephanie Lecoq and Alban Penicaut.

Filming was shot on a motion platform by D.A.D.D.Y (Mike Ahern and Enda Loughman) via Blinkink, with director of photography Tim Green and producer Georgina Fillmore.

Post production was done at Unit, who provide a step by step background to the making of the film on their site.