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A Campaign Designed to Drop Sales

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2011

Like human traffickers, we targeted our most vulnerable people: children at school or just walking the streets of townships and impoverished urban slums. And just like the criminals, our most powerful weapon was deception. On the streets of their own neighbourhoods, we made men, women and children disappear. We created tunnels with false walls that precisely matched the real walls behind them, so that when people walked through, they disappeared – leaving onlookers wondering what had happened to them. Once people were informed of our anti-human trafficking message and given a toll-free number, they could pass the information on.

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