Nikita Mishra
Mar 1, 2023

DDB launches new campaign to spotlight modern slavery

Modern slavery is real; globally 50 million people are trapped. Watch this campaign to see an NGOs rehabilitation efforts.

What was pervasive centuries ago remains deeply entrenched in the modern world. Modern slavery has many forms: it’s a fight against slavery, trafficking, and illegal migrant issues. Though banned, outlawed, and criminalised, 50 million people around the globe are caught in its shackles, forced to work against their will, or forced/sold into marriages for sex slavery, according to estimates.

To shine a light on one of the most complex and challenging issues of our time, DDB Group Hong Kong has joined hands with global anti-slavery NGO Hagar International to launch “Unbroken,” a two-and-half-minute long film that depicts the reintegration of modern slavery survivors into society.

Subtle, compelling, and thought-provoking, the campaign draws parallels from Kintsugi, the Japanese art of repairing broken pottery, to tell the story of endurance and restoration through one particular human-trafficking survivor.

Just like with Kintsugi, the film makes no attempts to hide the damage. Instead, it is highlighted. The cracks in pottery depict imperfection, which in survivors is a reminder of the scars braved; the shiny gold are opportunities Hagar extends for rehabilitation.

The campaign is an appeal for donations for Hagar’s efforts with counselling, legal support, education and empowerment through financial independence.    
 

CREDITS:

DDB Group HK
CEO: Andreas Krasser
CCO: Frankie Fung
Head of strategy: Adrian Tso
Creative director: Christel Chong
Art director: Riko Miyazaki
Copywriter: Ernest Tsang
Designer: Nadya Siaren
Producer: Jacie Tan & Angelos Lau
Editor + Online VFX: Charson Lam
Animation + Online VFX: Li Ka Chun
Film director: Ben Coope
Cinematographer: Bradley Conomy
Still Photographer: Dave Sheerman

Artist: Yoko Kawada
Sculpture Production: Mainartery
Sculpture Project Manager: Todd Stuart

Source:
Campaign Asia

Related Articles

Just Published

6 hours ago

Tech MVP 2024 opens for entries

Nominations are open until September 3. Here's your chance to spotlight exceptional technical talent in the marcomms industry and the most innovative products from Asia-Pacific.

8 hours ago

Clean Creatives accuses five B Corp agencies of ...

Clean Creatives names SEC Newgate, Tinkle Communications, Cullen Communications, Edit, and Total Media in a report alleging fossil-fuel ties, but three agencies contest the findings, citing transparency and past disclosures.

8 hours ago

Asia-Pacific Power List 2024: Danielle Jin, Visa

Jin has led innovative campaigns for Visa, driving inclusivity and smarter payments, resonating with Asian consumers. Jin's focus on diversity and equality has earned her recognition as a leader in the industry.

9 hours ago

Why are retail media networks gaining traction in APAC?

With companies like Grab, FairPrice and Carousell recently launching their retail media networks, Campaign explores the opportunities, concerns, and effectiveness of RMNs in the region.