Think long copy is dead? McCann has found a way to make everyone – even Gen Y – read it.

MTV EXIT is the foundation working to to end human trafficking and exploitation by raising awareness, promoting positive behaviour change, and driving social action. McCann Sydney executive creative director, Dejan Rasic, has worked with MTV EXIT since 2007, so the foundation and its partners – USAID,  Australian Aid and ASEAN – gave the problem to McCann Australia to solve this year.

Then McCann had the idea of creating a music video called Broken Dreamers that told the story of three characters who get tricked into situations where they are virtual slaves…and delivers the call to action, “Let’s give these stories a happy ending.”

Now comes the standout part: the stories are told in the form of a pop-up storybook – its simple words and engaging visuals riveting audiences to the message that is underscored by an original song by Paris electro pop artist, Birkii.

“MTV EXIT has done a remarkable job of highlighting the dangers of human trafficking in so many different ways, over many years now. This latest spot is all about education. It’s designed to make people aware of the tactics used by traffickers to lure victims,” Rasic stated.

“Music is about sharing, and touching people in the deepest way possible. I really
hope this spot will help people learn about the dangers and understand how easy it is for anyone to fall victim to trafficking. I’m really honored to be part of this message,” Birkii added.

Rebecca Mok, MTV EXIT director of creative and content added, “MTV EXIT is at the forefront
innovative outreach through media by fusing fresh creative concepts with important pro-social
messaging. We hope this new video will educate, engage and empower audiences to learn more
about human trafficking and exploitation. ”

The video is the result of teamwork by Rasic, and Los Angeles animator and director Tim Reckart. Reckart is best known for his Academy Award-nominated short film Head Over Heels. Illustrator, Lily Pham, was commissioned to create a real pop-up book, which was filmed to create the final spot.

The music video will be translated into multiple languages and will appear on MTV and other online platforms.

Creative credits:

Agency: McCann Sydney
Executive creative director: Dejan Rasic
Creative: Dejan Rasic
Music written and performed by: Birkii
Music mixed by: Thibaut Javoy Paris
Director: Timothy Reckart

Production Company: AMVI Los Angeles & Starburns Industries
Executive producer: Blaize Saunders
Producer: Trever Stewart
Production manager: Nathanael Horton
Paper Engineer: Javan Ivey
Concept designer: Lily Pham
Fabricator: Maeve Callahan
VFX Supervisor: Clint Fanny
Director of Photography: Aaron Wong
Assistant camera: Steve Crocker
Additional VFX: Kalina Torino
Editor: JD Dawson