Smile Train, an international charity that treats children with cleft lips and palates, has brought its message home thanks to a campaign
"Dreams of Midnight" tells the story of a young Mexican girl with a cleft palate. The voiceover explains in the style of a fairy tale that (unlike traditional stories) the viewer can change the ending.
Capitalizing on the interactive nature of the web, viewers can change Camilla’s story simply by clicking on sparkles that appear as the young girl explores her room. By clicking on a sparkle, the user can then donate money to Smile Train — changing the story for Camilla and other children like her.
The trailer is below, but you’re invited to check out the full interactive piece for the complete experience.
Client: Smile Train
CEO Smile Train: Susannah Schaefer
Senior Director of Integrated Marketing: Shari Mason
CCO: Bobby Hershfield
Copywriter: Armando Flores
Art Director: Kat Lam
Jr. Copywriter: Gabe Whaley
Executive Producer: Craig Von Wiederhold
Sr. Producer: Pamela Shulman
Account Director: Makena Cahill
Director: Lena Beug
Production Company: Moxie Pictures
Production Company (Mexico): Spectrum Films
Editing: Lost Planet
Digital Production: Media Monks