Utopia created an advert on behalf of Project AK-47 as part of Cannes GoodWorks 2011, an initiative that challenges creatives to choose a worthy cause and create a one-minute YouTube video to spread their message. Project AK-47 is a non-profit organisation devoted to the rescue and rehabilitation of child soldiers - an affliction prevalent around the world.
The organisation can save a child from this terrible reality from as little as seven dollars. On a brisk morning the Utopians, our film crew and one decommissioned AK-47 departed for the Old Cement Factory, Gugulethu. It was an eventful day with paintball rounds fired, some homemade special effects and a surprise police visit, perhaps after hearing rumours of a gun-wielding child. The result was a thought-provoking advert communicating that $7 (USD) was all that it took to remove a child from the battlefield.
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