Cannes Lions

INSTITUTIONAL

LEW'LARA\TBWA, Sao Paulo / SAVE THE CHILDREN / 2015

Awards:

5 Gold Cannes Lions
3 Silver Cannes Lions
4 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

The idea was to use the glamour and beauty of the fashion world to show the ugly side of the fashion industry: the existence of child labor in many production lines. To do this, we invited five big-name fashion photographers to participate in the creating the campaign, creating images that could be part of any editorial or fashion advertisement. Afterwards, we manipulated the images, inserting children into the brand logo, as though being held prisoner inside the clothes.

We used the same process that the fashion industry uses to sell its products to make people reflect about where the clothes they buy come from.

Outcome

The campaign makes people think about something that may never have crossed their minds before, like, for example, who really produces the clothes that we wear. It’s a reflection that creates discomfort and, because of this, generates discussion about the fight against child labor. At the end of the day, no one feels good knowing that they are part of an illegal and immoral process, a process that robs thousands of children all around the world of their childhoods.

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