Cannes Lions

VOW to end child marriage-"In The Time It Takes A Girl"

HIVE, New york / VOW / 2019

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Overview

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Credits

OVERVIEW

Background

This film launched VOW in the US, but we strove to create animated characters that were more universal rather than representing any particular nationality or ethnicity, especially since the issue of child marriage touches all girls in all geographies.

Execution

A girl can accomplish countless things in seconds. In this film, we see six girls each accomplish a different 3-second task, and each girl is brought to life in a different animation style by a different artist. After an opening super – In the time it takes a girl – we see a girl think up a new dance move. Another quickly realizes pigeons don’t make good pets. A third customizes her sneakers, followed by a girl packing her backpack, a girl checking for monsters under her bed, and finally, a girl tricking her brother out of his dessert. At the end, another super appears, and we reprise each girl again, but now, they are dressed as brides and look incredibly sad, which brings us to our point: in the time it takes a girl to read these words, another girl will be married. VOW to end child marriage.

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