AMV BBDO harnesses Vine for kids charity campaign

Agency AMV BBDO has launched a campaign via micro-video site Vine for kids charity The Kids Company

Agency AMV BBDO has launched a campaign via micro-video site Vine for kids charity The Kids Company. Launching this week, the Make It Stop campaign (see videos below) uses Vine’s six-second, looped film format to depict scenes of child neglect and abuse, followed by a call to ‘make it stop’.

Viewers are encouraged to make an instant donation, which then unlocks follow-up ‘thank you’ films, which show the same kids in positive, safe scenarios.

The videos were created using an iPhone 5, and as Vine films must be uploaded as soon as they’re created, without being post-produced, everything from the sound effects to the ‘end frame’ had to be captured in the shot.

With Vine continuing to mature as a platform, this is an interesting example of how agencies are looking to leverage its inherent characteristics.

Agency: AMV BBDO
Creative directors: Alex Grieve & Adrian Rossi
Copywriter: Antonia Clayton
Art director: Eliot Wykes
TV producer: Pete Shuttleworth, Zoe Cunningham
Production company: AMV LAB
Production company producer: Katya Chitova, Luiza Cruz-Flade


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