Cannes Lions

I'm A Criminal

MEDIA.MONKS, Mexico City / GIRLS NOT BRIDES / 2023

Film

Overview

Entries

Credits

Overview

Background

In Guerrero, Mexico, more than 300,000 girls have been sold for marriage. Yo Quiero, Yo Puedo is an organization that designs and implements educational and health programs in marginalized communities that asked us to create a film for the World Children’s Day to raise awareness for the cause.

Execution

The goal was to have the spectator empathize with the people in the film and give them the benefit of the doubt; after all we believe they genuinely thought they were doing what was best. The decision of using VHS was also meant to add realism, to remind the spectator that this really happens, not very far from home.

Outcome

Thanks to Angelica's story, we gave visibility to this major problem and raised thousands of donations so that girls like her do not reach the altar:

- 160% increase in rejections of child marriage.

- 6300 girls were saved after the film was published.