| Title | #FREEDOMOFTWEET |
| Brand | REPORTERS WITHOUT BORDERS |
| Product/Service | REPORTERS WITHOUT BORDERS |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Production Company
|
LUCKY FRAMES Edinburgh, UNITED KINGDOM
|
Credits
| Tom Berth/Geert De Rocker |
Publicis Brussels |
Creative Director |
| Marc Richard Vander Heyden |
Publicis Brussels |
Creative |
| Kermit Cota |
Publicis Brussels |
Creative |
| Kenzo Mayama Kramarz |
|
Graphic Designer |
| Fiona Amoroso |
Publicis Brussels |
Account Manager |
| Victoire Kaiser |
Publicis Brussels |
Art Buyer |
| Jonathan Wieme |
|
Digital Producer |
| Floris Adriaenssens |
Publicis Brussels |
Connection Planner |
| Arnaud Hemroulle |
|
Video Editor |
|
Lucky Frames |
Sound Design |
|
Lucky Frames |
Development |
| Gabriel Mladin |
|
Front End Development |
| Dmitry Yakubovich |
|
Bird Photographer |
| Chris Romeiks |
|
Bird Photographer |
The Brief
China, Iran and North Korea still deny their citizens the right to express themselves on twitter.
We asked ourselves: how can we protect freedom of information on social media? And more importantly, how could we mobilise support for Reporters Without Borders in a symbolic way? The answer: we let birds perform encrypted tweets.
Creative Execution
They can try to silence humans... but they can’t stop birds from singing. So we asked all Reporters Without Borders supporters to spread a single message in a symbolic way in order to show that freedom of information is a basic human right. #freedomoftweet does just that by defending the core value of Reporters Without Borders: freedom of information.
Describe the creative solution to the brief/objective.
#freedomoftweet transforms any tweet into a unique bird song. In collaboration with sound designers and ornithologists, we analysed the songs of 3 birds: one from China, one from Iran and one from North Korea.
Each character of the alphabet was then linked to a specific bird chirp. After writing your tweet, you can listen to it and share it on twitter.
On freedomoftweet.org, you can then decrypt the tweet in order to discover what the tweet says. #freedomoftweet aims to gather as many encrypted tweets as possible, all around the world, in order to raise awareness for this censorship.
Results
5655 tweets supporting the campaign have been encrypted.