Agency: JWT


This initiative aims to shed some light on the darker sides to an otherwise wonderful celebration of sports: human exploitation and trafficking. This campaign is in no way a campaign against the World Cup or any other major sport event. It is a campaign that denounces the misdeeds that are committed in its shadow. The tone is deliberately provocative. We agree, betting on human misery is absolutely awful. This approach expresses the confrontation of two different realities that will live next to each other during an entire month; the reality of human beings treating other human beings like currency.

This professional campaign titled 'Bet4Life' was published in Belgium in June, 2018. It was created for the brand: Samilia, by ad agency: JWT. This Integrated medium campaign is related to the Public Interest industry and contains 5 media assets. It was submitted over 5 years ago.


Advertising Agency: JWT Brussels, Belgium
Creative Director: Xavier Bouillon
Art Director: Yagiz Ekren
Copywriters: Yves Cwajgenbaum, Jan Leenders
Motion Designer: Nicolas Grandry
Web Design: Natalia Konovaloff
Graphic Designers: Emilie Sodini, Pierre Modave
Accounts: Olivia Gathy, Severine Janssen
Sound Design: Bleu Nuit


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