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MTV Exit - "Different Lives"

Colman Rasic East Sydney, Australia

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3465

This ad is part of the ACT Responsible Collection

Brand: MTV Exit
Country: Australia

Advertiser: MTV EXIT

Title	Different Lives
Agency	Colman Rasic
Campaign	Different Lives
Advertiser	MTV EXIT
Brand	MTV Exit
Posted	March 2009
Product	Foundation
Business Sector	Charities, Foundations, Volunteers
Media Type	Case Study
Length	390 seconds
AI Description	The MTV Exit ad titled 'Different Lives' uses Radiohead's track 'All I Need' to highlight global human trafficking and child exploitation. The video features parallel lives of two boys: one in a Western country living a normal life and another in an Eastern sweatshop suffering from harsh labor conditions. This split-screen format visually contrasts the daily routines of both boys, raising critical awareness regarding the often unseen labor behind everyday products. As Radiohead’s music plays, viewers are prompted to reflect on these stark differences. Scenes show a Western boy going to school and enjoying leisure, juxtaposed with an Eastern boy working in a dimly lit workshop. The campaign, intended for a worldwide audience, was integrated into MTV's programming, reaching millions and sparking a global conversation. The ad drives traffic to the MTV Exit website, becoming a vital tool for education and activism against exploitation. It emphasizes the message, "Some things cost more than you realise."