Matthew Miller
Sep 8, 2014

Storybook tells horrific stories of human trafficking

AUSTRALIA - Fairy-tale like stories told in a pop-up book develop heartbreaking twists in a video that aims to educate people about the tricks human traffickers use to lure their prey.

Client: MTV EXIT (End Exploitation and Trafficking)

Agency: McCann Sydney

Market: Global

Facts: The four-minute educational music video, 'Broken dreamers', features an original song by Paris-based electro pop artist Birkii. McCann Sydney ECD Dejan Rasic, who has worked with MTV EXIT since 2007, collaborated with Los Angeles-based animator and director Tim Reckart, best known for his Academy Award-nominated short film Head Over Heels, and illustrator Lily Pham, who created the real pop-up book.

Campaign scope: The video has been translated into 10 languages and will play in countries around the world.

Press release quote: 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.”

Comments: Selecting a pop-up book to tell these terrible stories is genius: The contrast between a format synonymous with child-like wonder and the very real dangers it shows is chilling.  

Previously: The Salvation Army of Australia is working on the same issue.


MTV EXIT Head of Creative & Content: Rebecca Mok
MTV EXIT Campaign Director: Matt Love
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


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