Reality Check

The real cost of human life.

In the brutal world of the slave trade, a human life can cost as little as $90.

Partnering with Hagar International, an organisation dedicated to rehabilitating survivors of slavery, we created a powerful activation to reframe this shocking reality. At an upscale restaurant, diners received their bill, not in dollars, but in terms of how many slaves that amount could buy. They then had the opportunity to meet real survivors of slavery and hear their inspiring stories of hope and resilience. The activation, along with the media coverage it generated, resulted in a substantial increase in donations.

Created for Hagar International by DDB Hong Kong

Awards

Silver - Kam Fan Awards 2019 - Media | Best use of Stunts
Bronze - Kam Fan Awards 2019 - Promo & Activation | use of Field Marketing and Event
Bronze - Kam Fan Awards 2019 - Direct | Field Marketing
Merit Effie - Effie Award 2019 - Government Services / Transportation / Utilties / Non-Profit Organizations or Activities
Black Dragon - Dragons of Asia 2019 - Best Cause, Charity Marketng or Public Sector Campaign
Shortlist - Spikes Asia 2019 - Brand Experience & Activation | Not-for-profit / Charity / Government
Shortlist - Spikes Asia 2019 - Brand Experience & Activation | Guerrilla Marketing & Stunts