We’re extremely proud when our work can be used for humanitarian efforts. Sweetie is a perfect example of how technological innovation and public service can join to protect human rights.
Online pedophilia is a global problem, a crime that can be difficult to trace. In partnership with Terre des Hommes, we created Sweetie, a character who lures and entraps predators through a webcam chatroom. She is a completely computer-generated model, designed to resemble a 10-year-old Filipino child.
The campaign won 13 awards at the Cannes Lions International Festival of Creativity: 12 Golden Lions and the Grand Prix for Good.