| Title | GIRLS OF PARADISE |
| Brand | MOUVEMENT DU NID |
| Product/Service | CHARITY ASSOCIATION AGAINST PROSTITUTION |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
McCANN PARIS, FRANCE
|
|
Idea Creation
|
McCANN PARIS, FRANCE
|
|
PR
|
McCANN PARIS, FRANCE
|
|
Production
|
MEDIALAB TECHNOLOGY Paris, FRANCE
|
|
Additional Company
|
MRM//McCANN PARIS, FRANCE
|
|
Additional Company 2
|
CAPITAINE PLOUF Paris, FRANCE
|
Credits
| Riccardo Fregoso |
McCANN Paris |
Executive Creative Director |
| Julien Chiapolini |
McCANN Paris |
Executive Creative Director |
| Christophe Rambaux |
McCANN Paris |
Art Director |
| Gilles Ollier |
McCANN Paris |
Copywritter |
| Bruno Tallent |
McCANN Paris |
CEO McCANN France |
| Fiona Ferrier-Weil |
McCANN Paris |
International Account Manager |
| Coline Déchelette |
McCANN Paris |
Project Manager |
| Selim Boukhanef |
McCANN Paris |
Digital Account Director |
| Grégoire Talbot |
McCANN Paris |
Digital Project Manager |
| Véronique Leblanc |
McCANN Paris |
Art Buyer |
| Delphine Devaux |
McCANN Paris |
Art buyer |
| Isabelle Créchet |
McCANN Paris |
Producer |
| Sarah Woodcock |
McCANN Paris |
Producer |
| Caroline de Genis |
McCANN Paris |
Post-producer |
| Dragan Kontic |
MRM//McCANN |
Chief Technology Officer |
| Vianney de Villiers |
MRM//McCANN |
Responsable d'Exploitation |
| Clément Hardouïn |
MRM//McCANN |
Technical Project Manager |
| Pierre-Yves Chassaigne |
MRM//McCANN |
Front end developer |
| Agnieszka Kozbial |
Medialab Technology |
Managing director |
| Mickaël Vo Y Phong |
Medialab Technology |
Editor |
| Nicolas Gras |
Medialab Technology |
Editor |
| Fasutine Boussicot |
Medialab Technology |
Production Manager |
| Tom Buisseret |
Zeyneprepresents |
Photographer |
| Pauline Darley |
La Crime |
Photographer |
| Maniacha |
B agency |
Make-up |
| Olivier Duperrin |
Olivier Duperrin |
Casting Director |
| Sess |
mademoisellemu |
Make-up |
| Capitaine Plouf |
Capitaine Plouf |
Sound Producer |
The Campaign
We created a fake escort website, girlsofparadise.sex, on which the girls are already dead, but the clients don't know it yet. Each story is a reconstruction of a real case. When the potential client called or started to chat with one of them he thought was a real prostitute, he was tricked into hearing her real, tragic story.
Creative Execution
We asked 10 actresses to embody 10 characters based on the tragic stories of real-life prostitutes, victims of the system. We created girlsofparadise.sex, a website with the look and feel of a real escort website, bought the domain name, and published a few client posts on dedicated forums to attract potential clients to our site. In parrallel, we set up a call center to answer incoming phone calls and respond to chat and text messages. The call center was open for a full week. Today the website is still online, a robot answers live chat requests informing clients what happens behind the scenes when they pay for sex.
We created a fake escort website, girlsofparadise.sex, on which the girls are already dead, but the clients don't know it yet. A call center was opened. We received more than 600 phone calls and thousands of texts and chat conversations over the course of a single week. We created 3 radio spots out of these conversations recordings.
On April 2016, the French deputies voted a law that penalizes clients of prostitution: the best result the Mouvement du Nid could wish for. To amplify the debate and go beyond our borders we launched a PR campaign with a video case we made from our website. It was hugely successful catching the attention of more than 200 journalists around the world (from more than 31 countries) with 57,8 million organic impressions. Among the presse we note: Le Figaro, The New York Times, El Mundo, Corriere Della Sera, radio shows ieg NPR.
Clients do not feel they are directly responsible for the violence the prostitutes often endure. Our campaign’s goal was to switch the perspective and make clients realize the role they play in prostitutes suffering, by putting them in front of the reality.
Our campaign is based on interaction with clients through a website, girlsofparadise.sex, to stop violence against women and change mentalities.
Insights, Strategy and the Idea
The association's main objective is to prevent young generations from entering the prostitution system. To do so, we decided to show that clients are actually accomplices of the system: when they pay for sex, they actually promote the violence that prostitutes suffer from everyday. For us, the more powerful way to demonstrate this was to use true stories of prostitutes who were murdered or injured by a client or their pimp.