The new EMERGENCY and Ogilvy campaign for those who raise their voice against war.
EMERGENCY, together with Ogilvy, introduces ‘Irresponsabili.’ This campaign aims to mark the start of 2026 with a focus on participation and peace
Milan, 31st of December 2025 – Actions, like words, always carry weight. And many words have been leveled against those who took to the streets for peace this year. ‘Uncivilized,’ ‘fanatics,’ ‘irresponsible‘ – these are just some of the terms used to describe the thousands who participated in the numerous demonstrations for rights and peace in recent months all over the world.
This year’s EMERGENCY film – titled “Irresponsible” – draws inspiration from this scenario and from the same words that a segment of public opinion used to label peace protesters. EMERGENCY reclaims these terms, flipping their meaning and transforming them into an ode to those who took to the streets.
In a powerful monologue, delivered by award-winning Italian actor Elio Germano[1], the ‘irresponsible’ literally become “those who bear no responsibility for war, yet refuse to give up on changing things.” The ‘provocateurs’ are so-called because they “provoke questions and change,” and the ‘extremists’ are “those who understand the extreme need for PEACE.” No matter the insults, the voice of those demanding peace insists on being heard.
This message strongly resonates with the words of EMERGENCY founder Gino Strada: “It’s never too late to make our voices as citizens of the world heard.” It transforms into a wish for 2026 and an invitation not to passively accept war – whether our own or in other countries – but to forcefully express the will to pursue a different path.
The film’s minimalist editing amplifies the narrative, showing everyday spaces – offices, classrooms, workshops – that emptied out as people took to the streets to protest. This highlights the exceptional awakening of a collective consciousness expressed in numerous countries globally, a phenomenon that must not be ignored.
Despite isolated incidents of violence involving a minuscule percentage of protesters, why does the indignation so often focus on those who demonstrate against war?
CREDITS
Agency: Ogilvy
President e Chief Creative Officer: Giuseppe Mastromatteo
Executive Creative Directors: Lavinia Francia, Francesco Basile
Creative team: Guido Pusterla (Senior Copywriter) Domenico D’Ercole (Senior Designer & Art Director) Anna Montorsi (Art Director)
Account: Consuelo Dionigi (Account Supervisor)
Strategic Team: Luca Tapognani (Head of Strategy) Silvia Tasso (Strategist) Giulia Fenaroli (Strategist)
Production: Sanam Bartoletti (Head of Production)
Social Media: Carola Bracci (Head of Social) Davide Dinoi (Social Media Manager)
PR: Liliana Panzino (Account Director PR)
CDP: TheFamily
Executive Producer: Lorenzo Ulivieri
Producer: Federica Dordoni
Regia: Igor Borghi
Post Producer: Barbara Calicchio
Editor: Nicola Mucelli
Color : Giorgia Meacci
Post Producer: Letizia Sala@Hogarth
AI artist: Dario Sbrana@Hogarth
Sound mix : Massimiliano Briganzoli@Hogarth
[1] Elio Germano is an Italian actor and director. He is known for his versatility and for having received numerous national awards (David di Donatello, Nastri d’Argento) and international awards (Silver Bear in Berlin in 2020 and the Prix d’Interprétation Masculine in Cannes 2010)