MERCADEO Versión en español
ROARING IN CANNES LIONS – Marca Miami Fights Against Human Trafficking With Models Wanted
Manuela Walfenzao| 7 de junio de 2017
Más de ochenta mil mujeres descubrieron que podían ser engañadas con esta campaña
Marca Miami will compete in Cannes Lions with its campaign Models Wanted for Florida Coalition Against Human Trafficking. They created an online experience in which they invited women to register in a false model agency through a website and then showed them how easy it was to fall into a trap that led them to disappear in human trafficking. Through Facebook, they used the person’s pictures and their friend’s names to create an even stronger personalized experience.The piece was launched in May, 2016, when human trafficking was the second most common criminal activity after drug trafficking. This practice involves the commercial exchange and exploitation of humans, prostitution and pornography.“Our goal wasn’t reaching the maximum possible number of women. On the contrary, this campaigns had the intention of keeping everything secret so women participating would have no clue what would follow. To do so, we had to remain in the shadows, as traffickers themselves do. During the first weeks, more than eighty-thousand women discovered they could be deceived. And every day the number grew, causing a greater impact on each woman interacting with our campaign” explained the agency. Despite this, the campaign already has 29,848,831 impressions on social networks.The team behind Models Wanted was led by Armando Hernández, CCO of the agency; Alejandro Berbari, Creative Director VP, and Sebastian Moltedo and Pablo Del Fabbro, Creative Directors. Javier Rivero was the agency Producer. Right Cut Media, Fusion and Red Creek were the production companies in charge.
