Terre des Hommes "Sweetie" by Lemz
The ad industry’s ill-founded reputation for sharp practice sometimes makes it hard for agencies to talk credibly about using their powers for good. This makes the Dutch agency Lemz’s "Sweetie", which helped the children’s charity Terre des Hommes snare paedophiles, all the more important. The campaign, which used a 3D avatar of a child to bait predators into incriminating themselves online, broke last year but it’s only now, after praise from the UN, that Lemz is publicising its role. After helping to identify 1,000 offenders, it’s hard to begrudge the shop when it talks about using its "talents and resources to make this world a better place".