Cannes Lions

The truth revealing banners

AIR PARTNER OF MCCANN, Brussels / AMNESTY INTERNATIONAL / 2017

Presentation Image
Case Film

Overview

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Credits

Overview

Description

It’s important to reveal information the world’s biggest corruptive leaders are hiding, to create transparency and demand more human rights. As banners on Youtube hide subtitles, we could use this in a new creative manner as a truth revealing tool by rewriting subtitles of video speeches of these leaders.

Execution

When you watch videos on youtube, in-video banners pop up on the bottom.

As these banners appear on the bottom of videos, it means they also cover

possible subtitles. We used this as a chance to let the world’s biggest authoritarian

leaders speak the truth about inhumane issues that go on in their country.

By targeting their Youtube video speeches and using these banners as a tool to rewrite the subtitles and finally reveal the information they keep on hiding.

Outcome

370.000 views resulted in 40.760 signatures for the concerning petitions in only one week.

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