Cannes Lions

Domestic Abuse Is Getting Smarter

BBH, London / REFUGE / 2022

Film

Overview

Entries

Credits

Overview

Execution

Our film subverts tech advertising, to uncover the insidious methods used by abusers.

We open on macro shots of a new phone, accompanied by seemingly normal narration. It explains how this “all new 5G smartphone” has maps, to “keep up to date with traffic in your area… and her movements.”

The dark twist to the product ‘benefit’ is the first sign something’s off. Light scans the device, revealing subtle cracks.

We hear how “more storage for videos of her” means “manipulating her has never been easier”. The camera dominates the frame, the voiceover distorts and the camera clicks claustrophobically.

Finally, a couple’s selfie appears on the phone screen. The woman’s half smile and her partner’s hold take on a whole new, darker meaning. The phone locks and the image disappears. The couple lost in darkness, replaced by a sobering message: ‘Domestic abuse is getting smarter. Our job is getting bigger.’

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