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MTV Foundation: Anti-Slavery
| See full size 1279x869 px | |
| Released: | June 2008 |
| Avertiser: | MTV |
| Brand name: | MTV Foundation |
| Agency: | JWT, London |
| Country: | United Kingdom |
| Category: |
Public health & safety
|
| Awards: |
Cannes Lions 2008 Direct Gold
Cannes Lions 2008 Press Bronze
Cannes Lions 2008 Direct Bronze
|
| Tags: |
Case study
|
Credits:
Type Of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: ANTI-SLAVERY
Advertiser/Client: MTV FOUNDATION
Product/Service: ANTI-SLAVERY CAMPAIGN
Entrant Company, City: JWT, London
Country: UNITED KINGDOM
DM/Advertising Agency, City: JWT, London
Country: UNITED KINGDOM
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: ANTI-SLAVERY
Advertiser/Client: MTV FOUNDATION
Product/Service: ANTI-SLAVERY CAMPAIGN
Entrant Company, City: JWT, London
Country: UNITED KINGDOM
DM/Advertising Agency, City: JWT, London
Country: UNITED KINGDOM
Credit Details:
| Name | Position | Company |
| Jonathan Budds | Copywriter | JWT |
| Anita Davis | Art Director | JWT |
| Eric Lynne | Director | Partizan |
| Anna Church | Producer | JWT |
| Tivy Davis | Typographer | JWT |
| Karen Robins | Art Buyer | JWT |
Brief:
Dramatise and explain the inhumanities of modern day slavery.
Solution:
The campaign set up the idea that slaves are really just commodities that can be traded like oil or pork bellies. This entry was a fake brochure for a 'Global Slavery Fund', like an investment fund. It explained the benefits of slavery as an investment. It was sent to 30 people who we thought would have the greatest response - heads of social causes, journalists, writers etc.
Results:
Difficult to say as the brochure only directed people to a website where they could sign a petition. This has about 2,000 names so far.