MTV EXIT and rock band Simple Plan launch music video to fight human trafficking
Australia: Creative Agency, 18 Feet & Rising Sydney are launching a music video led awareness message for MTV EXIT, together with Rock Band, Simple Plan.
The music video tells an emotionally charged story of children trapped and forced to work in a textiles factory somewhere in Asia. In the video, all hope looks lost until a young child worker hatches a plan. Video will be available here on Monday.
Says Dejan Rasic, ECD at 18 Feet & Rising Sydney: “Awareness of human trafficking has risen to prominence around the world in recent years and mainstream media channels are increasingly giving it a voice. Like any message fighting for attention, our goal first and foremost is to be seen by the audience we are targeting and those most at risk of being trafficked.”
18 Feet & Rising Sydney commissioned Ash Bolland from Curious Films to direct the music video. The team shot over three days in Sydney, turning local urban locations into Asia-specific ones. Research including photographs and footage of actual child-labour sweatshops was used to ensure the finished product reflected the conditions young kids worked in.
The music video launched yesterday and will air globally.
Client: MTV EXIT Foundation
MTV EXIT Campaign Director: Matt Love
MTV EXIT Head of Creative & Content: Rebecca Mok
Agency: 18 Feet & Rising Sydney
Executive Creative Director: Dejan Rasic
Creative Team: Derrick Kim & Dejan Rasic
Music: Simple Plan
Production Company: Curious Film
Director: Ash Bolland
DoP: Lachlan Milne
Editor: Peter Crombie