Anti-trafficking MTV Exit global campaign - "Simple Plan" / This Song Saved My Life

Curious Film’s Ash Boland has recently completed directing an integrated film project for the MTV Exit Foundation (USAID, AUSAID & Walk Free). The project will reach more than half a billion households worldwide and will further global awareness of human trafficking and child exploitation.

The project launches this week with the premiere of a video, ‘This Song Saved My Life’, for chart-topping Canadian rock band Simple Plan, who crowd-sourced the lyrics from fans on Twitter as part of the campaign concept.

Most significantly, Simple Plan ‘s video has been specially selected for a global release across all MTV platforms in 68 countries – which is the first ever global backing of an MTV Exit video and succeeds in bringing this important message to more eyes than ever before.

In addition to the video, Curious has contributed an original short film for MTV EXIT, which it will theatrically distribute with selected Curious films via its acclaimed Australasian film distribution division.

Director Bolland says: "I'm incredibly proud of what our cast and crew achieved with this music video and short film, our goal was at all costs tell a story with integrity and with the goal to help”.

The video and film’s extraordinary realism was captured over three days on location behind the Curious Sydney office in Surry Hills, NSW. “It was always a big ask to shoot kids, action, guns and make it look and feel like Asia,” says producer Tara Riddell. “It was very important to Ash that we make it look "real", which I truly believe we achieved,” she adds.

In addition to being broadcast on MTV worldwide, the project will be screened at grass roots pop-up open-air screenings in villages across Asia. The goal of these events is to reach out and communicate to children who are most at risk.

“Our little film will be played at these local events to help kids understand that these factories are not the golden ticket they are lead to believe,” says Bolland. “Matt from MTV EXIT tells me that it’s very moving when you see 800 plus kids at a pop up screening, with generators brought into these little towns and eyes wide open watching the screen.”

Curious Film executive producer Peter Grasse says he feels privileged to have worked alongside MTV Exit and 18 Feet & Rising executive creative director Dejan Rasic: "We feel proud to get behind this important campaign that highlights the devastating affect of modern day slavery," says Grasse.

Director: Ash Bolland

Producer: Tara Riddell

Executive Producer: Peter Grasse

Production Company: Curious Film

D.O.P. Lachlan Milne

Editor: Peter Crombie

Online: Ash Bolland

Client: MTV Exit Foundation

Campaign Director: Matt Love

Head of Creative & Content: Rebecca Mok

Agency: 18 Feet & Rising, Sydney

Exec Creative Director: Dejan Rasic

Creative Director: Derrick Kim