A recent initiative for Stop the Traffik's anti-human trafficking campaign out of Europe might be a lesson for local marketers in thinking outside the box.
The campaign, created by Belgian advertising agency Duval Guillaume Modem, centres on a supposed live event where female dancers/prostitutes line up in the windows of Amsterdam's red light district, dancing to dubstep music.
At the end of the dance, a screen above the dancers reads: “Every year, thousands of women are promised a dance career in Western Europe. They end up here.”
While the onlookers are laughing and whistling at the start of the clip, they are eerily silent when the message board is lit up. The exciting and high-energy environment at the start of the video is contrasted with the silence at the end.
Some sites have suggested the stunt was entirely set up and was not actually shot in Amsterdam's red light district. Others have suggested the depiction of female prostitutes in the initiative might be exploitative.
Nonetheless, the campaign is a prime example of thinking outside the box.
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