Alexander Kraev
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Terre des Hommes

Terre des Hommes' mission is to help children worldwide from impoverished, oppressive or dangerous life situations.

The problem
Many people find it difficult to imagine the suffering that children experience in some places in the world - simply because it isn't on their own territory. Well, what if it was?

The idea
We created a 'shock' guerilla/pr campaign to show the public what it would look like if child slavery was a part of Swiss everyday life.

Agency: Young & Rubicam Group Geneva
Creative: Alexander Kraev, Ludovic Rossier

Awards: GRAND Prix 2014 - PR