Cannes Lions

HUMAN RIGHTS ORGANISATION

LEO BURNETT FRANKFURT, Frankfurt / INTERNATIONAL SOCIETY FOR HUMAN RIGHTS / 2011

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Overview

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Credits

Overview

Description

Despite ongoing and considerable human rights violations, Cuba, Egypt and China continue to enjoy great popularity as travel destinations. Many tourists are not aware that, every time they buy a holiday package, they support these inhuman regimes financially.How does one make people aware of this issue and convince them to avoid these countries?

Execution

In this game the player takes over the role of a tourist engaged in typical tourist activities. The tourist's action has a parallel effect on an unpleasant paramilitarian character revealed in a split screen scenario. The more the tourist enjoys his stay, the more the local population gets abused. In this way the player is made aware of the link between the seemingly perfect holiday world and its darker side. The end reveals that this is not a game but rather an appeal by the International Society for Human Rights.

Outcome

Placed on popular gaming platforms like www.kongregate.com, the message spread without any media budget and reached 18,000 players within the first week.

The game then made its way onto more than 20 gaming platforms with more than 400,000 players so far.

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