#ENDVIOLENCE

Short List
Title#ENDVIOLENCE
BrandUNICEF DEUTSCHLAND
Category A01. Direction
Product/ServiceCHILD RIGHTS
Entrant BBDO Düsseldorf, GERMANY
Idea Creation BBDO Düsseldorf, GERMANY
Media Placement OMD GERMANY Düsseldorf, GERMANY
Production BWGTBLD Berlin, GERMANY
Credits
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Michael Plückhahn BBDO Düsseldorf GmbH Executive Creative Director
Veikko Hille BBDO Düsseldorf GmbH Creative Director
Tatjana Genin BBDO Düsseldorf GmbH Art Director
Julia Kinast BBDO Düsseldorf GmbH Art Director
Christian Korntheuer BBDO Düsseldorf GmbH Copywriter
Matthäus Kania BBDO Düsseldorf GmbH Copywriter
Marei Wilke BBDO Düsseldorf GmbH Client Service Director
Maren Jennen BBDO Düsseldorf GmbH Account Director
Michelle Grossheim BBDO Düsseldorf GmbH Senior Strategic Planner
Martin Böing-Messing BBDO Düsseldorf GmbH Creative Technologist
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Carolin Hochstrate CraftWork - a brand of ad agencyservices GmbH Producer
Philipp Ramhofer BWGTBLD GmbH Executive Producer
Anna Bauer BWGTBLD GmbH Producer
Victor Del Castillo BWGTBLD GmbH Producer
Jared Knecht c/o BWGTBLD Director
Dustin Lane - Director Of Photography
Luigi F. Rossi LFR Productions Inc. Service Production
Josh Sondock LFR Productions Inc. Producer
- - EXILE Post Production Company
Viet-An Nguyen EXILE Producer
- - CraftWork - a brand of ad agencyservices GmbH Post Production Company
Gustav Karlström - Music/Sound Design
- - tracks&fields GmbH Music/Sound Design
Maurice Ravel - Composer
Yukie Nagai - Performer
Robert Lopuski - Editor
- - bEPIC GmbH Visual Effects
- - ballad SFX
Mike Howell - Colorist

Write a short summary of what happens in the film

In this UNICEF awareness campaign we tell the stories of three children who experience different forms of violence. Not showing the abuse but the aftermath. We make visible, what is mostly invisible: the effect violence has on the inner soul of children. We show that by marks, gradually appearing on their skin. Coming from inside through their veins and finally building words: Nichtsnutz (good-for-nothing), Prügelknabe (whipping boy) and Idiot. These marks are like stigmata. The children try to remove them. But it is in vain. Finally, we show one of the children, who is now grown up. Still with her mark. The film ends with the supered message: Violence leaves more than a mark. And the hashtag #ENDviolence.

Cultural / Context information for the jury

Right now – in times of Corona – domestic violence is a severe problem. Children in particular are defencelessly exposed to the threat. Violence against them already starts with not meeting basic childhood needs such as respect, security, physical integrity and emotional and social support. Each of the three words on the children’s skin refers to a different form of violence against children. "Idiot" describes psychological violence in the form of humiliation through words. "Good-for-nothing" refers to neglect and failure to meet a child's basic physical and emotional needs. "Whipping boy" refers to physical violence against children such as beating or scalding. Of these three, psychological violence is the most common form of violence – and therefore also the one that is echoed again at the end in the depiction of the grown-up woman.

Tell the jury anything relevant about the direction. Do not name the director.

The direction puts the children at the heart of the film and takes their perspective. Since the true nature of abuse doesn’t always look the same way the film focusses on the things that are often hidden in plain sight – the aftermath of violence. The grim subject matter is presented in a bright coating. This may seem a contrast but actually it highlights the fact that violence against children is happening every day and everywhere – not only in the dark, remote places of our world.