Cannes Lions

BULLETPROOF WORDS

LA DOBLEVIDA, Mexico City / ARTICLE 19 / 2019

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Case Film
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Overview

Entries

Credits

Overview

Background

Mexico is the second most dangerous country to practice journalism (after Syria, country at war).

Since 2000 there’s have been 122 dead journalist in the duty of their job. Among hundreds aggressions and threads. 99% of them remain unpunished.

In 2017 alone 12 journalists were murdered, same amount of Syria.

99% of them remain unpunished.

(Source Article 19).

The problem is that Mexican society has get used to this frequent news and they have been fragmented as local news.

The objective was to generate visibility to this situation in the middle of the mexican president elections. With zero media investment.

Idea

The idea was to create a symbol, an icon. With the strength to be a news by itself.

With the power to be something that journalist could use to talk about the problem and impactful enough to engage national and international audiences.

That’s how we thought on a bullet proof vest made of the news of the murdered journalists.

To be presented to media in the day of free press celebration.

We wanted to show that information protects us and that journalist shouldn’t have to wear a bullet proof vest.

Reminding everyone that when a journalist is murdered they are killing also our basic human rights of information.

Strategy

We focus on two segments, the first - and most important - journalists and the second segment was the society that is participative in national problems but have get used to this reality and hadn’t made a common front on demand of government actions.

The idea was to create a symbol, an icon. With the strength to be a news by itself.

With the power to be something that journalist could use to talk about the problem and impactful enough to engage national and international audiences.

The objective was to generate visibility to this situation in the middle of the mexican president elections. With zero media investment.

This icon’s objective was to remind everyone that when a journalist is murdered they are killing also our basic human rights of information.

To be more cultural relevant, we decided to launch this symbol on the National Free Speech Day two weeks before the presidential elections in Mexico.

Execution

We had read about some experiments using paper as bullet proof material, so we added security consultants and industrial designers to the team to reach the goal. We experimented with different techniques.

For the exterior we use white as background and to honored the dead journalist we incorporated their names in red ink superimposed so that they form a blood stain printed on the white fabric of the vest.

The materials are journalistic notes cut into strips were interwoven and mixed with epoxy resins and glass fiber to generate plates capable of resisting bullet impacts.

Then we documented the ballistic testing for the content film.

We presented the film and the physical vest in a press conference, on the mexican free press day celebration, and it become a international news.

Finally we create an influencer and journalists strategy that helped to gave us more interactions in social networks.

Outcome

In a week, we generated 11 million impressions in Social Media.

(Crimson Hexagon)

75 million reached in total with no media investment.

Main news on several media in the national free press day.

15 countries were part of the conversation on Twitter.

Thousands of tweets sent to presidential candidates.

It is now one of the main themes of free press questioning the new government.

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