Parents, How About Turning Your Kid Into a Child Soldier?

UNICEF Video Filmed at Brazil Student Exchange Fair Highlights Treachery Experienced by Real Children

Published On
Oct 26, 2015

Editor's Pick

To hammer home the message that millions of children lead lives of appalling deprivation and violence, UNICEF and Ogilvy Brazil set up a booth in Sao Paulo at a student exchange fair, where parents go to learn about the best study-abroad opportunities for their own kids.

At the fake booth called "ECA Exchange Programs -- changing children's lives," an enthusiastic actor posing as a salesperson pitches programs to increasingly horrified parents. Take, for example, the Child Revolutionary Program, where your child will be kidnapped and serve as a soldier in a real conflict; a program where kids focus 100% on study because there's no electricity or water; and an unpaid internship working at a dump or cutting sugar cane.

In the video #thereisstilltime (#aindadatempo in Portuguese), parents go through shock, outrage, sorrow and finally a desire to help as the actor explains that these aren't real programs, but are the experiences of real children, who need their help.

Credits

Date
Oct 26, 2015
Brand:
UNICEF
Client:
UNICEF
Agency:
Ogilvy & Mather-Brazil
Chief Executive Offier:
Fernando Musa
Creative Director:
Gonzalo Ricca
Art Director:
Frederico Gasparian
Copywriter:
Renato Barreto
Planning:
Juliana Frana
Production:
Rafael Rosi
Production:
Vanessa Wallner
Production:
Vanessa Garcia
Production:
Andrea Consoleto
Production:
Sonia Cremerius
Account:
Daniela Glicenstajn Elkis
Account:
Juliana Fernandes
Production Company:
Vetor Filmes
Director:
Luiza Campos
Executive Producer:
Alberto Lopes
Executive Producer:
Paula Moraes
Executive Producer:
Chico Puech
Director, Photography:
Paulo Disca
Production/Director:
Murilo Baskerville
Production:
Equipe Vetor Zero
Production:
Rodrigo Sobreiro
Production:
Jeff Ferreira
Account:
Giovana Grigolin
Account:
Vandreia Ribeiro
Cast:
Camila Czerkes Santana Vigh
Cast:
Yuri Magalhes B. V. Souza
Sound Production:
Lucha Libre
Music:
Paulinho Corcione
Account:
Dani Celer
Account:
Igor Ferreira
Photos:
Gabriel Chaim
Client Approval:
Edith Asibey
Client Approval:
Maria Estela Caparelli
Client Approval:
Pedro Ivo Alcantara

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Project Type