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US Creative Work of the Week: Weber Shandwick unboxes a big surprise

Biggest Unboxing Surprise EVER!

The children in the 'Biggest Unboxing Surprise EVER!!' video series don't get what they bargained for. In fact, they get a pretty tough but enlightening life lesson.

In the series, three unsuspecting children unbox what they think are the latest and greatest toys. But when the contents are revealed – a positive pregnancy test, an ammunition belt and a pick axe with rubble – the children are shocked and confused.

Released to commemorate International Children’s Day and in conjunction with Save the Children’s first annual End of Childhood Report "Stolen Childhoods," the videos take a hard look at the events – or childhood “enders” – such as adolescent pregnancy, extreme violence and child labor that rob one in four children worldwide of their childhood.

“Unboxing videos have become incredibly popular over the past several years, particularly with kids,” said Dan Jividen, vice president and creative director of Weber Shandwick, the global communications and engagement firm which helped conceive the idea for the video series with Save the Children. “By turning the genre on its head and having kids unbox items that represent the end of childhood for millions of children around the world, we were able to capture some authentic and emotional reactions – and bring some much-needed attention to this global issue.”

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