Since 2005, Australian charity AIME has been fighting against education inequality. Following an original mentoring model, the organization asks university students or graduates to help high school children who come from disadvantaged areas.
On June 7, AIME announced that it wants to take the learning program even to a higher level. The organization launched its Global Competition that invites young people around the world to join the learning system that changes kids’ lives. The worldwide competition is being promoted with a short video animation titled “Cogs,” an amazing work by M&C Saatchi Sydney, award-winning director Laurent Witz, and his team at ZEILT Productions.
The emotional film illustrates the unfair world we live in. It reveals the cruel truth of a world divided into two sections. The action closely follows a boy who notices that the society is set to favor some while forgetting the others. The boy wishes to change such unfairness, as he’s aware of the fact that everyone should be equally treated. The film’s hero realizes that the change must come from within, starting with himself.
The launch of Cogs marks the charity’s success to fight for a better world, whilst the animation is the organization’s way to appeal to other people around the world to join the good cause.
Although this type of educational program is not new, its amazing results proved that it works extremely well in Australia: around 5,000 university students have been involved in the program by now, making it the largest volunteer movement of this kind in the country’s history.
The competition ends on July 31, after which ten winners of the Global Competition will be selected and awarded Golden Tickets. This means they will be supported by AIME during a 3-year-long battle against education inequality. To be eligible, applicants must be aged 18-30 and possess a strong will to change the world.
At the end of the program, those who will get impressive results will not only have the opportunity to become the CEO of AIME in their own country, but they will also be rewarded with the satisfaction that they did something extraordinary for humanity’s well-being. The simple idea to heal a divided society was the key concept that caught the attention of Laurent Witz. It took a year for the Oscar-winning director and his team to create this magical animation that simply brings AIME’s story to life.
Witz’s new artwork reflects a similar industrial style he used in another successful project that brought the filmmaker an Oscar: “Mr. Hublot,” a 12-minute-long fantasy film.
Although being about a fictional character, the director didn’t forget to thank the weird guy for helping him win the Academy Award for Best Short Film (Animated): “Thank you Mr. Hublot for making this dream become reality. Thank you very much. Merci.” In Cogs, it seems, the director also managed to bring to life a very disturbing image of our society.
Credits:
Client: AIME
Agency: M&C Saatchi Sydney
Director, Director of Photography: Laurent Witz
Production, Postproduction: ZEILT Productions