MTV EXIT Foundation, together with USAID, Australian Aid and ASEAN has launched the latest installment in its long-running campaign to raise awareness of human trafficking around the world with a four-minute educational music video by McCann Australia.
The spot, “Broken Dreamers”, features an original song by Paris-based electro pop artist Birkii, and tells the story of three characters caught in nightmarish modern-day slavery scenarios. The stories unfold in the form of a pop-up storybook, highlighting the collision of innocence and malevolence.
McCann Sydney executive creative director Dejan Rasic worked with Los Angeles-based animator and director Tim Reckart, best known for his Academy Award-nominated short film Head Over Heels. Illustrator Lily Pham was commissioned to create a real pop-up book, which was filmed to create the final spot.
Rasic has worked with MTV EXIT since 2007 on a number of short films and music videos created to raise awareness of human trafficking among the general public around the world and among those at risk of being trafficked.
Says Rasic: “MTV EXIT has done a remarkable job of highlighting the dangers of human trafficking in so many different ways, over many years now. This latest spot is all about education. It’s designed to make people aware of the tactics used by traffickers to lure victims.”
The music video launches today and will be translated into multiple languages. It will appear on MTV and other online platforms.
Says Birkii (left): “Music is about sharing, and touching people in the deepest way possible. I really hope this spot will help people learn about the dangers and understand how easy it is for anyone to fall victim to trafficking. I’m really honored to be part of this message.”
In the spot, Jenny is attracted by the opportunity to work overseas only to find herself trapped in an illegally-run brothel; Victor is lured to a slave labour camp with the offer of a well-paid job in construction; and Julie is trapped into a domestic slavery nightmare after applying for a job with an employment agency that places domestic help around the world. The campaign’s message is: “Let’s give these stories a happy ending.”
Says Rebecca Mok, MTV EXIT director of creative and content: “MTV EXIT is at the forefront innovative outreach through media by fusing fresh creative concepts with important pro-social messaging. We hope this new video will educate, engage and empower audiences to learn more about human trafficking and exploitation.”
MTV EXIT’s mission is to help end human trafficking and exploitation by raising awareness, promoting positive behaviour change, and driving social action.
Client: MTV EXIT Foundation
Agency: McCann Sydney
Executive Creative Director: Dejan Rasic Creative: Dejan Rasic
Music written and performed by: Birkii
Music mixed by: Thibaut Javoy Paris
Director: Timothy Reckart
Production Company: AMVI Los Angeles & Starburns Industries
Executive Producer: Blaize Saunders
Producer: Trever Stewart
Production Manager: Nathanael Horton
Paper Engineer: Javan Ivey
Concept Designer: Lily Pham
Fabricator: Maeve Callahan
Visual Effects Supervisor: Clint Fanny
Director of Photography: Aaron Wong
Assistant Camera: Steve Crocker
Additional VFX: Kalina Torino
Editor: JD Dawson
MTV EXIT Head of Creative & Content: Rebecca Mok
MTV EXIT Campaign Director: Matt Love