Stop The Traffik DM TWO WINDOWS by Ogilvy & Mather Amsterdam

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Executive Creative Director Carl Le Blond
Producer Ton Kersten
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Dec 1 2009 12:00AM
Entry URL:
Executive Creative Director: Carl le Blond (Ogilvy Amsterdam/ Ogilvy Moscow)
: Sami Shirhan
: Alexander Kaan
Director of Photography: Steve Walker
Producer: Ton Kersten
Agency Producer: Brenda Bentz van den Berg (Ogilvy Amsterdam)
Music and Sound: Good Sounds Amsterdam
Editor at Family: Ray Stevens
Online: Postoffice Amsterdam
Media placement: Billboard - Outdoor - 31-10-2009

Describe the brief/objective of the direct campaign.
Amsterdam’s Red Light district has a reputation for presenting an acceptable face of prostitution. It has even become a tourist destination. But there is another side to the story. The sex industry in the Netherlands is estimated to be worth $1 billion each year. Its 2000 brothels employ over 30,000 young women. 70% of them from Eastern Europe. Many will have been trafficked. Trafficking has been described as the ‘fastest growing criminal industry in the world’ with sales of human beings estimated to be worth $US 9 billion a year with some 27 million people trapped in slavery right now.

Explain why the creative execution was relevant to the product or service.
It is a remarkable piece of live theatre but, for me, just as powerful as the story which unfolds in the window of the brothel are the faces of the watching passers-by as they begin to realise that they are part of the problem. This idea has had two separate lives, one as an installation which would have had a direct effect on all those who saw it, but now as a video, showing us how we are all complicit in wanting to see the sex industry as somehow respectable.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To correct the impression that the prostitutes may be there of their own free will, an installation was created in one of the canal houses. In the left window, a hologram of a pretty young girl shows her beckoning to customers out in the street. In the window on the right, passers-by get to see how she got there. They see her forced into the sex trade. Eventually the girl rings for help. At this moment, Bluetooth activates the mobile phones of the audience and they hear the girl’s voice speaking directly to them: ‘Help me, please help me.’

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This unique initiative was wholeheartedly supported by Amsterdam’s City council. The Chief City Councillor wrote: “Informing the public in the heart of Amsterdam’s red light district could not be done in a more realistic and persuasive way.” Interviews with those who witnessed the event in Amsterdam revealed that it had had a profound impact - not least because it exposed the brutality of the sex industry right before their very eyes. Coupled with the Blue Tooth phone call from the victim, the installation literally stopped people in their tracks, its immediacy and surprise adding a tangible level of engagement.