Cannes Lions

Week against racism

CAVALCADE, Geneva / STOP EXCLUSION / 2016

Presentation Image

Overview

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Credits

Overview

Description

Supporting racism online is all too often represented with "likes" or comments.

We decided to play with the famous "like" social icon and added the knife to illustrate that displaying racial hate online is a crime, as is attacking someone with a weapon.

Execution

Two icons instantly recognizable, a Facebook ‘like’ icon and a knife, with a clearly distinguishable look and feel of the online platforms young audience spend so much time on. A combination of two opposites to create a unique icon that serves as an instant reminder that racism is a crime punishable by law, whether offline or online.

Outcome

Widely shared and discussed on both social (Facebook and Instagram) and traditional media, both in Switzerland and internationally. The bold visual of the poster caught the eyes of passersby and encouraged reflections and discussions. With its simplicity, a clear reminder to those concerned that supporting racism online is as much of crime as supporting it offline.

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