Cannes Lions

Electric Slaves

HAVAS PRAGUE / AMNESTY INTERNATIONAL / 2019

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Overview

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Credits

Overview

Background

Electromobility is steadily becoming an industry changing phenomenon of close future. People live in the impression that buying an electric car is like doing a good deed.

Our task was to question this “purity”. So we are documenting the far side of electromobility by focusing on origin of cobalt which is an important substance in car batteries. We are revealing conditions of cobalt mines in Democratic Republic of the Congo where miners, one third of which are children, work in inhuman conditions like in medieval times.

Our campaign is activating readers to go to our microsite. There we are listing car manufacturers that have taken action to ensure an ethical supply chain. And also we are bringing attention to those brands that are still ignoring it.

Idea

We claim that electric car batteries consume the lives of those who slave in cobalt mines. We are documenting the far side of electromobility by focusing on origin of cobalt which is an important substance in car batteries. We are revealing conditions in cobalt mines of Democratic Republic of the Congo where miners, one third of which are children, work in inhuman conditions like in medieval times.

Strategy

Electromobility is steadily becoming an industry changing phenomenon of close future. People live in the impression that buying an electric car is like doing a good deed. Our strategy was to question this “purity”.

Execution

The pictures were taken in real mines in Democratic Republic of the Congo. So it is authentic and has a disruptive message juxtaposing battery life and human life.

Outcome

Our campaign was printed in 100 000 issues of life style magazines.

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