Cannes Lions

SWEET TRICK

OGILVY & MATHER CHILE, Santiago / UNICEF / 2013

Case Film
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Presentation Image

Overview

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Credits

Overview

Description

This ad for Unicef highlights how gifts are used to gain the trust of child sexual abuse victims by dressing up as candy floss, generating a powerful message and generating awareness.

Execution

We looked for a way to communicate a message to parents about pedophilia. It was important that the parents and their children be at the same place where the action was going to be carried out. That is why we created a cotton candy “man” to attract both the children and the adults.

Outcome

Our objective was to create a big impact on the parents who were at the place. And we succeeded. A) We created awareness using a powerful message immediately, B) We succeeded in starting conversations about the topic at the place of action, C) The parents involved approached Unicef with the objective to get more information about the topic.

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