| Title | This Song Saved My Life |
| Agency |
18 Feet & Rising Sydney
|
| Campaign |
This Song Saved My Life
|
| Advertiser |
MTV EXIT
|
| Brand |
MTV EXIT
|
| Date of First Broadcast/Publication |
2012 / 11
|
| Business Sector | Human Rights
|
| Tagline | Freedom Comes From Knowledge |
| Story | This music video for Canadian Rock Band, Simple Plan and their single 'This song saved my life' was devised by creative agency 18 Feet & Rising Sydney to raise awareness of human trafficking for the MTV EXIT Foundation. It tells an emotionally charged story of children trapped and forced to work in a textiles factory somewhere in Asia. All hope looks lost until a young child worker hatches a plan. |
| Philosophy | The Simple Plan music video represents an innovative and creative way to fuse musical content with MTV’s pro-social messaging. ‘Freedom comes from knowledge,’ is the powerful message of the gripping four-minute video that takes viewers inside the emotionally charged story of young people trapped and forced to work in a textile factory set in Asia. The young victims suffer abuse among horrendous conditions. Seemingly, all hope is lost until one of the workers hatches a plan that ultimately brings freedom for all the young workers in the factory and justice to the factory operators. |
| Problem | The MTV EXIT (End Exploitation and Trafficking) campaign is an award-winning multimedia initiative to raise awareness and increase prevention of human trafficking and exploitation. MTV EXIT was launched in Europe in 2004 and expanded across Asia with USAID in 2007. |
| Result | The Simple Plan music video is the fourth in a series of award-winning collaborations to amplify the dangers and impact of human trafficking that launched in 2008 with Radiohead for the track “All I Need,” followed by a video with The Killers in 2009 by David Slade (“Twilight: Eclipse”) for the song “Goodnight, Travel Well,” and the 2010 “MK Ultra” video with Muse. “We are very proud to team up with MTV EXIT in their ongoing campaign to end human trafficking and exploitation. Helping out young people in need is the central mission of our own charitable efforts with the Simple Plan Foundation and this collaboration with MTV EXIT gives us a chance to get involved and try to make a difference,” said Simple Plan. This music video will be released globally across all of MTV’s platforms in 168 countries, which reach more than half a billion households worldwide. |
| Media Type |
Television
|
| Soundtrack | This Song Saved My Life by Simple Plan |
| Concept |
Derrick Kim & Dejan Rasic
|
| Concept |
Derrick Kim
|
| Advertiser's Supervisor |
Rebecca Mok
|
| Advertiser's Supervisor |
Matt Love
|
| Other |
MTV EXIT
|
| Music |
Simple Plan
|
| Editor |
Peter Crombie
|
| Director of Photography (DOP) |
Lachlan Milne
|
| Executive Producer |
Peter Grasse
|
| Producer |
Tara Riddell
|
| Production Company |
Curious Films Limited
|
| Director |
Ash Bolland
|
| Creative Director |
Derrick Kim
|
| Executive Creative Director |
Derrick Kim & Dejan Rasic
|