Description
The world has quietly taken a step back. While some children return to school, others return to the fields, the streets, the workshops. 160 million childhoods interrupted by a burden that was never theirs to carry. Childhood is being replaced by labor. And silence, by habit.
What we don’t see doesn’t seem to hurt. And child labor has learned to hide in plain sight — in a street corner, a tray of candy, a backpack that doesn’t carry books. The real problem isn’t just that they work. It’s that we’ve stopped noticing.
That's why, and inspired by that famous photo of lunch on top of a skyscraper, where the photo depicted the working conditions of a group of workers during the Great Depression; and because we saw with our own eyes and participated in the situation of hundreds of children working in dangerous conditions on the streets. We switched things up by swapping a traffic light for a stop sign, adults for children, and New York City for a city in Latin America. 93 years later, we created a well-known image with a strong message that not only exposes child labor but also governments that feed mafias with the innocence of others.
This professional campaign titled 'Recess is different for everyone' was published in Ecuador, Mexico, and United States in June, 2025. It was created for the brands: International Labour Organization and Unicef, by ad agency: Treehouse. This OOH Outdoor, Print, and Static Images media campaign is related to the Public Interest industry and contains 8 media assets. It was submitted 6 months ago by Senior Art Director: Leonardo Briones of BBDO.
Credits
Advertising Agency: Treehouse
Creative Executive Officer / Brand Manager: Eduardo Villagómez / David Garzón
Creative Director / Copywriter: Natalia Barragán
Art Director: Leonardo Briones
Graphic Designer: Leonardo Briones
Accounts/Projects: Gabriela León