Tonight the Killers new video will air globally on MTV, on air and online. The video for track 'Goodnight, Travel Well' from the new Killers album 'Day & Age' was filmed by top Hollywood director, David Slade (30 Days of Night, Hard Candy).
This is not your regular music video. Alternative rock band The Killers and MTV EXIT created this exclusive collboration to raise awareness and increase prevention of human trafficking. The story plays out in parts, a bit like the movie Memento, allowing the viewer to gradually see the full picture (a trick I personally found was done best way back in Guardian- Points of View 1986). It begins with a kiss, that looks rather uncomfortable, and as we learn the full story, we learn why.
This video was created by Colman Rasic Carrasco, Sydney in partnership with with UNICEF, USAID and MTV EXIT. Last year Radiohead's hit single 'All I Need' was another MTV Exit / Colman Rasic Carrasco project.
MTV EXIT is a campaign about freedom -- about our rights as human beings to choose where we live, where we work, who our friends are, and who we love. Most of us take these freedoms for granted, but hundreds of thousands of people throughout the world have had these basic human rights taken away. They are victims of trafficking - modern-day slaves -- and criminals have forced, defrauded, or coerced them into various forms of labor, or prostitution.
MTV EXIT aims to increase awareness and prevention of human trafficking through television programs, online content, live events, and partnerships with anti-trafficking organizations.
The Killers commented, "We are deeply shocked and appalled that women and children are forced into such exploitative situations. We hope that through MTV's efforts and this powerful video that millions of people across the world learn about this tragic form of modern-day slavery".
This music video represents an innovative and creative way to fuse musical content with MTV’s pro-social messaging. The Goodnight, Travel Well video will be released globally across all of MTV’s platforms in 168 countries. It has the potential to reach more than 500 million households worldwide.
“Trafficking is a crime which violates the basic rights of all people: the rights to freedom, equality, and dignity. Through MTV EXIT and MTV’s global networks reaching over two billion people in 160 countries, we are uniquely positioned to support and advocate these rights. We are committed to raising awareness and empowering our audience, many of whom are particularly at risk from human trafficking," said Bill Roedy, Chairman & CEO MTV Networks International.
“There is almost no country in the world now that isn’t affected by human trafficking in some way,” said Susan Bissell, UNICEF’s Head of Child Protection. “The Statistics are staggering. More than 1.2 million children are being trafficked each year and nearly 80 percent of all trafficking is for sexual exploitation, and the most at risk are girls. We see this music video as a powerful way to reach out and raise awareness among young people, across borders and across language barriers.”
The Killers are taking MTV EXIT to a new level and bringing critical human trafficking messages to a global audience, said Olivier Carduner, USAID’s Regional Mission Director for Asia. “By using a variety of mediums – music videos, anime, film, and online content – as well as live concerts, we are reaching vast numbers of young people, those most at risk of being trafficked,” Carduner said. “This campaign capitalizes on The Killers’ and other bands’ and movie stars’ images and MTV’s brand appeal to transform people’s views about trafficking and provide a platform for NGOs, governments and law enforcement agencies to prevent trafficking and assist victims.”
Agency: Colman Rasic Carrasco, Sydney
Creative Directors: Dejan Rasic & Rebecca Carrasco
Creatives: Rebecca Carrasco & Dejan Rasic
Account Director: Ben Colman
Agency Producer: Rene Shalala
Artist: The Killers
Director: David Slade
Production Company: Anonymous Content
Executive Producer: Executive Producer
Line Producer: Hans Ritter
DP: Jo Willems
Editing: Gary Knight