TBWA\Chiat\Day New York worked with Thomson Reuters Foundation on a campaign utilizing the popularity of “unboxing” videos to educate viewers about the reality of an issue they probably associate with the long-distant past: slavery.
The agency worked with Jacques Slade, a YouTube influencer whose sneaker videos regularly generate over 1.5 million views, on a video entitled “Unboxing: The Real Price of Sneakers.”
Designed to resemble the type of “unboxing” videos which have become popular with sneaker enthusiasts, the video begins with Slade opening what he claims is a mystery box.
There are people working around the world today for little or no pay, controlled by threats, debts, and violence.
We call it by many names, but it amounts to the same thing: slavery.”
Another message inside the box ties the issue to the contents therein, reading, “71 percent of fashion companies indicate that there is probably slavery in their supply chains.”