The Best Work You May Never See: Right to Play's "We Rise" Anthem From BBDO Toronto


Robert Goldrich
Tuesday, Nov. 27, 2018


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Mark Zibert of production house Skin & Bones, Toronto, directed three spots, including this “We Rise” anthem piece for Right to Play out of BBDO Toronto. The campaign anchor :90 is built around images of young children forced into cruel situations at the hands of adults. The images are accompanied by a voiceover, presented as slam poetry, which begins, “They think they can traffic us, abuse us, marry us and use us. They think that our futures are their own to shape, that they can determine our God-given fate.” 

As the spot progresses, the children begin standing up and taking control of their destiny, while the voiceover states, “We’re not your cheap labor, we’re not your child brides, we’re not poor kids with some flies in our eyes. We won’t just stand by while the world lets us die. No! We rise.”

Right to Play gives oppressed kids hope through play-based learning. It’s part of a solution to a rampant problem as millions of children every day face dangerous and difficult challenges that rob them of dignity and hope.


Client Right to Play Agency BBDO Toronto Denise Rossetto, Todd Mackie, chief creative officers; Domenique Raso, copywriter; Anand Iyer, art director; Mike Nugent, design; Dena Thompson, broadcast producer. Production Skin & Bones Mark Zibert, director. Editorial The Assembly David James Findlay, Marka Rankovic, editors. Music/Sound Pirate Toronto. Color & VFX Alter Ego

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