There are a lot of children who are begging in Ukraine. At least 174 of them did it against their will. They were manipulated by traffickers who hide in the shadows.
Together with the UN Migration Agency, we invited people to light it up. We created an interactive installation. And exhibited it for three days during the Kyiv Lights Festival.
A big black cube with one little peephole. If you look inside you will see just a begging girl. But if you take a photo using the camera flash, the picture will change.
With a low production budget and a zero budget for the promo we had 5,647 flashes for three days. These people not just saw the installation. These people took photos. Photos they save on their phones and cameras. Photos they will show to someone else. After Kyiv Light Festival the installation moved to AkT, contemporary art gallery. Now, this installation is permanently exhibited in Odessa.
This professional campaign titled 'Light It Up' was published in Ukraine in May, 2018. It was created for the brand: UN Organization for Migration, by ad agency: ANGRY. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 5 years ago.
Advertising Agency: ANGRY, Kyiv, Ukraine
Creative Director: Serhii Malyk
Account Director: Inna Polshina