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Bronze Winner

Entrant: McCann Paris, Paris
Mouvement du Nid - "Girls of Paradise"

Corporate Name of Client: Mouvement du Nid

Head of Client Services: Grégoire Thery

Media Company: IPG Mediabrands, Paris

Agency Account Supervisor: Bruno Tallent

Agency Account Director: Fiona Ferrier-Weil

Agency Account Managers: Coline Déchelette/Selim Boukhanef/Grégoire Talbot

Agency Strategic Planner: Shadi Razavi

Agency: McCann Paris, Paris

Executive Creative Directors: Riccardo Fregoso/Julien Chiapolini

Copywriter: Gilles Ollier

Art Director: Christophe Rambaux

Executive Agency Producers: Véronique Leblanc/Delphine Devaux

Agency Producer: Caroline de Genis

Agency Music Producer: Isabelle Créchet

Production Companies: MRM / McCann, Paris

Senior Executive Producer: Dragan Kontic

Executive Producer: Clément Hardouin

Producers: Vianney de Villier/Pierre-Yves Chassaigne

Editor: Medialab Technology

Sound Design Company: Capitaine Plouf, Paris

Description of the Project:
The radio message was part of a digital experience developed for the Mouvement du Nid, a nonprofit organization involved in the fight against prostitution. We created a fake escort website, girlsofparadise.sex, on which the prostitutes 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. We created 3 radio spots out of these recordings. The radio message aired at a relevant time, one during which the French Parliamentarians was debating over a bill that would make it illegal to pay for sex. The campaign furthered the Mouvement du Nid's cause in helping draw attention to the importance of passing this bill.
The message begins with an announcement that the recording is authentic. A short conversation between the client and someone we think is Ines ensues. The client asks for information on her services and rates. Instead of giving the requested details, the girl answers that she is not Ines but a friend of hers and that Ines won't be available as she was thrown off a bridge by her pimp. The client is astonished. The message ends by stating it is a true story, that prostitution is a violent environment and invites the listener to help the Mouvement du Nid to help abolish prostitution.