Cannes Lions

Lullaby

OGILVY MUMBAI / CHILD RIGHTS AND YOU / 2019

Film

Overview

Entries

Credits

Overview

Background

It's common practice in India to employ young children for various jobs. It's shocking to know that today there are about 33 million children between the ages of 5 and 18 years subjected to child labour in India. We created this communication to tell everyone that Child Labour Ends Childhood, in a metaphorical but hard-hitting way. Asking people to help by donating.

Execution

We see a little street girl playing with bricks. She is placing them one on top of the other. And she uses cement to fix them in place. As a sweet lullaby plays in the background, the girl goes about her task diligently. Finally, we see that she has built a brick box all around her. And when she places the last brick, we realise that she is trapped inside. Our line reads, ‘Child labour ends childhood.’ This is when we realise, the little girl is a child labourer and is gone for good. The rest of the facts, the call- to-action and the name of the organisation follow.

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