Contenders at Cannes 2023: Hagar International – Unbroken | DDB Group Hong Kong

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

DDB Group Hong Kong

50 million people are victims of modern slavery globally. Of the 50 million, 36 million are women, with only 0.2% of survivors getting the long-term help they need to restore their lives.

Hagar International, a growing non-profit anti-slavery organization dedicated to helping women survivors, needed to show affluent donors how their contributions can make all the difference in helping women through their journey.

This campaign shines a light on the time and effort required to fully integrate these women survivors back into society.

We created a shattered sculpture made in the likeness of a real survivor, and slowly but meticulously pieced it back together using the art of Kintsugi. The golden joins symbolized the survivors’ renewed hope and purpose, showing that thanks to Hagar’s support system, they remained unbroken.

To engage our audience of affluent donors directly, we sent them a Kintsugi toolkit, featuring pieces from the broken bust.

We then invited these potential donors to our Kintsugi workshops to further connect them with the survivors’ stories and provide more details around Hagar’s recovery efforts.

The Work

Want to be featured? Drop us a line: [email protected]

more contenders

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours