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Save the Children “The Most Shocking Second A Day” 2017

Save the Children “The Most Shocking Second A Day” (2017) is a Save the Children commercial directed by Tom Green for Don't Panic, produced by Stink. It won 5 awards, including Cannes Lions 2017 Film Craft Silver, D&AD 2017 Wood Pencil — Film Advertising Crafts / Cinematography for Film Advertising and Ciclope 2016 Silver Commercials Casting.

A young girl's life is chronicled in one-second increments, showing her descent from a happy home to a refugee, highlighting the devastating impact of war.

Video: James Forbes-Robertson on Vimeo

Shot by shot

  1. A mother and daughter embrace, smiling as the daughter reveals a white stuffed bunny from a red blanket in a dimly lit room.© Save the Children0:00
  2. A young girl with dark hair and a worried expression stands in front of an open van door, looking distressed, with other people in the background.© Save the Children0:09
  3. A young girl with a purple beanie looks down sadly while another person holds up a newspaper with a headline about danger in a dimly lit room.© Save the Children0:16
  4. A young girl with dark hair and a floral jacket looks scared, surrounded by adults in a dark, narrow hallway.© Save the Children0:22
  5. A young girl and an older woman sleep slumped against each other in the back of a moving vehicle, with a blurry, rainy exterior visible through the window.© Save the Children0:29
  6. A woman with curly hair comforts a young girl with a bruised face, both looking distressed, outdoors near a fence.© Save the Children0:35
  7. A young girl with a dirty face and wet hair looks distressed while surrounded by other people in a crowded, chaotic setting.© Save the Children0:42
  8. Save the Children “The Most Shocking Second A Day”, shot 46© Save the Children0:49
  9. A young girl with a dirty face and dark hair looks down, wearing a blue jacket and grey hoodie, on a bridge with a "Paris" sign in the background.© Save the Children1:03
  10. A young girl with a bruised face holds another child, looking down with a somber expression under a bridge.© Save the Children1:09
  11. A young girl and a boy sit in a field of tall grass, the girl looking at the boy who holds a piece of bread, under a cloudy sky.© Save the Children1:15
  12. Save the Children “The Most Shocking Second A Day”, shot 69© Save the Children1:23

Stills © Save the Children. Made by Don't Panic, Stink and Tom Green.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A one-second-a-day video diary of a child refugee's harrowing journey.

Tagline: “IT'S HAPPENING NOW. IT'S HAPPENING HERE. #SAVECHILDREFUGEES”

found footagechild's perspectivebefore and afterjourney of survivalloss of innocencewar's impact on children

The cut

Length
116 s
Shots
73
Average shot
1.6 s

What creatives use Save the Children “The Most Shocking Second A Day” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Save the Children “The Most Shocking Second A Day”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A mother and daughter embrace, smiling as the daughter reveals a white stuffed bunny from a red blanket in a dimly lit room.© Save the ChildrenA young girl with dark hair and a worried expression stands in front of an open van door, looking distressed, with other people in the background.© Save the ChildrenA young girl with a purple beanie looks down sadly while another person holds up a newspaper with a headline about danger in a dimly lit room.© Save the ChildrenA young girl with dark hair and a floral jacket looks scared, surrounded by adults in a dark, narrow hallway.© Save the Children
    Frames from Save the Children “The Most Shocking Second A Day”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Save the Children “The Most Shocking Second A Day” in order, with its length, framing and what happens in it.

    A mother and daughter embrace, smiling as the daughter reveals a white stuffed bunny from a red blanket in a dimly lit room.© Save the ChildrenA young girl with dark hair and a worried expression stands in front of an open van door, looking distressed, with other people in the background.© Save the ChildrenA young girl with a purple beanie looks down sadly while another person holds up a newspaper with a headline about danger in a dimly lit room.© Save the ChildrenA young girl with dark hair and a floral jacket looks scared, surrounded by adults in a dark, narrow hallway.© Save the ChildrenA young girl and an older woman sleep slumped against each other in the back of a moving vehicle, with a blurry, rainy exterior visible through the window.© Save the ChildrenA woman with curly hair comforts a young girl with a bruised face, both looking distressed, outdoors near a fence.© Save the Children
    Length: 116 s · Shots: 73 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a found footage

    Before you present an idea, you need to know who has done it, and how.

    Save the Children “The Most Shocking Second A Day” is built on a found footage. Search the library by idea to see every spot that uses it.

    Harvey Nichols “Shoplifters”© Harvey NicholsApple “A Critter Carol”© AppleReporters Without Borders “The First Speech / Russia”© Reporters Without BordersDisasters Emergency Committee “The Locker”© Disasters Emergency Committee
    Harvey Nichols · Apple · Reporters Without Borders · Disasters Emergency Committee

More commercials by Tom Green

  • Diageo "The Purse" (2020) commercial still© DiageoDiageo “The Purse” 2020Dir. Tom Green · AMV BBDOBritish Arrows Silver 2020
  • Canal+ "No Bad Choices" (2025) commercial still© Canal+Canal+ “No Bad Choices” 2025Dir. Tom GreenCreative Circle Bronze 2025
  • JCPenney "Cousins" (2026) commercial still© JCPenneyJCPenney “Cousins” 2026Dir. Tom Green · Mischief
  • Hargreaves Lansdown "Helping Britain Invest Through It All" (2026) commercial still© Hargreaves LansdownHargreaves Lansdown “Helping Britain Invest Through It All” 2026Dir. Tom Green · Wonderhood Studios
  • World Gold Council "World Gold Council" (2026) commercial still© World Gold CouncilWorld Gold Council “World Gold Council” 2026Dir. Tom Green · Beyond
  • Spoticar "The Tomb" (2026) commercial still© SpoticarSpoticar “The Tomb” 2026Dir. Tom Green

More from Don't Panic

Award-winning public service & ngo commercials

Questions

Who directed the Save the Children “The Most Shocking Second A Day” commercial?

Tom Green directed it, produced by Stink, for the agency Don't Panic.

Which agency made Save the Children “The Most Shocking Second A Day”?

Don't Panic created it for Save the Children (2017).

What awards did Save the Children “The Most Shocking Second A Day” win?

5 awards, including Cannes Lions 2017 Film Craft Silver, D&AD 2017 Wood Pencil — Film Advertising Crafts / Cinematography for Film Advertising, D&AD 2017 Wood Pencil — Film Advertising Crafts / Direction for Film Advertising and Ciclope 2016 Silver Commercials Casting.

What is the tagline of Save the Children “The Most Shocking Second A Day”?

“IT'S HAPPENING NOW. IT'S HAPPENING HERE. #SAVECHILDREFUGEES”

Sources for the credits and awards

dandad.orgThe WorkThe WorkThe Workweb.archive.org