‘Sweetie’ deserves to triumph
17-06-2014 (10:23) - Gastcolumn
Together with everyone in advertising, we are, yet again, in Cannes. We are ready for a week of inspiration, innovation and creative inhalation.
With the first shortlists being announced, it looks like a great start for the Dutch creative community, having, amongst others, seven nomination for Direct Lions and six in Media Lions. DDB & Tribal Amsterdam, W+K, JWT and N=5 all made the shortlist, and, no surprise, the hard-hitting project from LEMZ and MediaMonks for Terre Des Hommes, ‘Sweetie’.
‘Sweetie’ deserves to triumph at Cannes. It’s one of those powerful campaigns that makes you proud to be immersed in the advertising industry and witness what happens when agencies combine their creative and digital power.
The computer-generated girl Sweetie was designed to portray the current state of webcam child sex tourism, with the aim to end it. A string of agencies collaborated to make the campaign a success, LEMZ and Terre Des Hommes worked with YouTube, MediaMonks, Motek Entertainment, Brekel 3D, Avaaz.org, Brouhaha, Code D’Azur, Tetteroo Media and a number of volunteers around the world to achieve their goal.
In essence, it reminds you about what advertising is all about - taking risks, working together and making impact.
