The ads show trafficked workers having their skin physically attached to their work tools. The intense visual communicates the fact that these poor humans have no choice and are stuck unless we do something and combat this slavery.
The campaign was created by the McCann-Erickson ad agency, Belgium.
Implications - Public service announcements are getting racier and more controversial in order to garner more attention from the largely disinterested and critical public. The more disturbing, shocking or unpredictable these ads, or any ads for that matter, the more buzz they will receive, which is of course the ultimate goal of advertising.