Creative agency No Fixed Address has partnered with the Canadian Centre for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The “Safe Spaces” campaign alerts parents to the fact that nowhere is currently safe for a Canadian child–not their school, not their playground, not even their own bedroom–as soon as they’re online.
This “Safe Spaces” public service film–directed by Amélie Hardy via production company Carton Rouge–features the mothers of six victims of online sexual exploitation, telling their kid’s stories from the same places they assumed their child would be safe. These courageous moms have not only suffered the nightmare of what happened to their children, they’ve suffered under the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the preconception the “Safe Spaces” campaign seeks to change. This can happen to anyone. Predators are everywhere online. And they’re targeting everyone. The campaign is urging Canadians to support the federal government’s Online Harms Bill, which would require social media companies to provide meaningful protection to children online.
“These courageous moms chose to share their heartbreaking stories to help Canadians understand why we desperately need legislation to protect our children from dangerous spaces online, just like we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety regulations for the platforms kids use every day, as proposed in the Online Harms Bill.”
Alexis Bronstorph, chief creative officer at No Fixed Address, said, “We were blown away by the courage of these moms for sharing their stories. As a parent, it’s terrifying to think that we let our kids online everyday while there’s currently so little protection in Canada. This is a wake up call to all parents that this can happen to anybody, anywhere.”
CreditsClient Canadian Centre for Child Protection (C3P) Lianna McDonald, executive director; Signy Arnason, associate executive director; Avery Wolaniuk, communications sr. manager; Nicole Brownlee, communications coordinator. Agency No Fixed Address Inc. David Lafond, co-founder & CEO; Priyanka Goswami, president; Alexis Bronstorph, Kelsey Horne, chief creative officers; Cherie O’Connor, VP, integrated production; Stuart Macmillan, executive creative director; JP Dugal, creative director. Production Companies Carton Rouge Amélie Hardy, director; Nicolas Robert, exec producer; Maxine Dutil Gravel, art director; Marie-Anne April-Horth, production manager; Aryane Roberge, production coordinator. Circon Flex Paul-Etienne Cote, creative director; Houng Ngui, exec producer. Editorial Outsider Alison Gordon, editor; Kristina Anzlinger, Kayan Choi, exec producers. Postproduction Alter Ego Lily Henry, colorist; Victoria Gatson, online artist; Spencer Butt, producer; Hilda Pereira, exec producer
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More