MTV Foundation "Anti-Slavery"

Dramatise and explain the inhumanities of modern day slavery. The campaign set up the idea that slaves are really just commodities that can be traded like oil or pork bellies. This entry was a fake brochure for a 'Global Slavery Fund', like an investment fund. It explained the benefits of slavery as an investment. It was sent to 30 people who they thought would have the greatest response - heads of social causes, journalists, writers etc. Difficult to say as the brochure only directed people to a website where they could sign a petition. This has about 2,000 names so far. Gold & Bronze Direct Lions Winner.

Agency: JWT London, United Kingdom.