badc

2021 - Gold

QFCC – #DoIKnoU

Gold 2021
VMLY&R
Queensland Family & Child Commission
Online Predators

Goal: To educate teenagers on the dangers of online predators, and remind them that online, people aren’t always who they claim to be.

We used a real online chat between a sexual predator and a victim, to show how easy it is to fall for the “traps” that can leave kids vulnerable to coercion and sexploitation. We used real online chat logs from paedophiles caught by Task Force Argos (the Police task force set up to track and entrap paedophiles) to inform and curate our film script between a predator and a teenage girl.

We carefully crafted a 3min longform film that takes the audience on the journey of the predator’s “grooming”. The film uses carefully directed close-ups and a slow pull-out until the big reveal – a literal trap, triggered as the victim shares a topless photo.

https://youtu.be/eulCDKnSFgE
Advertising agencyVMLY&R
Creative directorBenjamin Davis (ECD) / Guido Pecego (Assoc. CD) /Chelsea Parks (Assoc. CD) / Jim McKeown (Creative Group Head)
CopywriterJim McKeown / Chelsea Parks
Art directorPhil Vale
Agency producerKatie-May Hollett (Producer) / Mignon van Weeren (Head of Production)
Account serviceNatasha Kent (Acc Mgr)
Production companyVMLY&R
DirectorJosh Bartlett
EditorGriff Englander
Other Contributors

Executive Creative Director: Benjamin Davis
Associate Creative Director (Art): Guido Pecego
Associate Creative Director (Copy): Chelsea Parks
Creative Group Head/Copywriter: Jim McKeown
Art Director: Phil Vale
Film Director: Josh Bartlett
Editor: Griff Englander
Producer: Katie-May Hollett
Retouching: John Shard
Account Manager: Natasha Kent
Managing Director: Adam Kennedy
General Manager: Fiona Caird
National Chief Strategy Officer: Ali Tiling