The Secret CEO


Malaria has killed more children than any other disease in human history – it‘s believed to have caused the deaths of up to half of humankind. The charity Malaria No More wants to ultimately eradicate malaria – specifically, to reduce malaria deaths by at least 40% by 2020 and 90% by 2030. To achieve this, global financing must double in the next 5 years (from $3.2 billion per annum in 2014 to $6.5 billion by 2020).

Our challenge was to create a film that would drive to those with the power to make this happen – CEOs, high net worth individuals and business leaders – to take action and pledge the necessary funds. But these people are no strangers to demands for financial support from charities and the charity sector is saturated with films that tug on the heartstrings.

Extraordinary idea

Filmed in the beautiful ballroom of 10 Trinity Square London, where the first United Nations treaty was signed, our film more than challenged our audience. It questioned their perceived successes. The film presents a case study of the most successful business ever.

Narrated by its CEO, he arrogantly regales the audience with his achievements and the secrets to his success. He also belittles other’s business leasers’ achievements. With his parting shot and using language designed to antagonise, he insults the audience by highlighting their lack of knowledge about him. Who is he? He’s malaria, of course.

Publicis Resolute

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