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2018 One Show - Public Relations

Broken Crayons

Agency Republica / Miami + Trator Filmes / Sao Paulo

Client Amigos for Kids
BACK TO RESULTS

Annual ID

OS_PR18048M

About the Work

Abused children often hide subconscious clues in classroom drawings. Unfortunately, many of these signs are easily overlooked. To bring this dark subject to light, we built a temporary art gallery in the heart of Art Basel and welcomed the unsuspecting public to visit the exhibit with a hidden truth. With an international attendance of over 160,000, Art Basel Miami ‘17 was an unexpected yet perfect backdrop to leave a lasting and ultimately raw impression. The seemingly ordinary installation exposed art-goers to real drawings by real children, which later turned out to include troubling signs of abuse. While many did not catch the subtle nuances at first - audible gasps and shocked expressions came at the startling revelation that each child artist had been subjected to some form of abuse. The result was an eye-opening multi-platform campaign that transformed the honest, unscripted reactions of our audience into a powerful PSA.