Fairtrade: Don't Feed Exploitation

AMV BBDO invent a fictional exploitative food company for an effective hidden camera stunt created to launch Fairtrade Fortnight.

For Don't Feed Exploitation, directed by Johnny Hopkins for Acne London, AMV created Farley & Bell, a food crate delivery service offering great prices. Punters drawn in by the friendly street sellers were shocked when their food came to their houses delivered by small children, with cameras recording the horror on the faces of the food buyers.

The shocking stunt was created to highlight the exploitative child labour that goes into the low prices of many non-Fairtrade products. As Fairtrade CEO Michael Gidney put it, 'when we reach for our everyday foods without necessarily questioning what lies behind them, seduced by nice packaging or attractive products and brands, we may be unconsciously feeding exploitation'.

The online ad come out at the beginning of Fairtrade Fortnight, two weeks of awareness-raising of the exploitation in the food industry across the world.