“We realised that human trafficking relies on the fact that potential victims will be uninformed," say the creatives, Miguel Nunes and Charles Pantland. "So we needed to talk to the community directly, the way human traffickers do. Like the recruiters, we targeted children near schools or just walking the streets of poverty stricken townships and dense urban slums where unemployment and forced prostitution are common. And like the criminals, we employed an element of deception: we created tunnels with false walls which precisely matched the walls behind them, so that when people walked through, they disappeared – leaving onlookers wondering what had happened to them. By forcing people to imagine the unimaginable, the potential victims actually became the message." (copied from the Creative Review blog post)
Having taken part in projects where we had to create ambient advertising, I know how hard it can be to come up with an effective idea which still makes people look at it and say ‘why didn’t I think of that?’ This campaign not only targets the appropriate audience but manages to blend into the surroundings though it’s simple design effectively.
Agency: TBWAHuntLascaris
Art director: Miguel Nunes
Copywriter: Charles Pantland
Creative director: Vanessa Gibson
Executive creative director: Damon Stapleton
Photographer: Des Ellis
Director: Rob Wilson
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