| Title | THE OTHER HALF |
| Brand | THE OTHER HALF |
| Product/Service | A DIGITAL SHOWCASE OF CONTEMPORARY SWITZERLAND |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
Entrant Company
|
CREATIVITAS REGINA SIT Geneva, SWITZERLAND
|
|
Advertising Agency
|
CREATIVITAS REGINA SIT Geneva, SWITZERLAND
|
Credits
| Julien De Preux |
Creativitas Regina Sit |
Creative Director |
| Karim Merzoug |
Karim Merzoug |
Motion Designer |
| David Von Ritter |
Independent |
Copywriter |
Creative Execution
To allow the 49.7% to break out of their shame and silence and express their voice in a meaningful and creative way, we created a crowdsourced platform - Website, Facebook and Mobile Application - where people from around the country showcased their creativity, expressed their voice and showed the world the other side of the Swiss vote.
10000 Facebook fans in 1 week and total of 200000 people reached through it.
Hundreds of thousands of people reached through press, blogs, national TV & radio coverage. Protests, creative initiatives, Facebook pages, texts, t-shirts, a limited edition, 3000 copy book deal…
A movement was born and The Other Half has been described as a new generation of open-minded and creative people, proud of their country.
The project started with 1 person wanting to express his disappointment with the vote, and turned into a 11500-strong digital crowd and more than 100000 people who joined and spread it outside the web.
Switzerland’s voting system is unique among modern democratic nations.
The country practices direct democracy in which any citizen may challenge any law approved by the parliament or, at any time, propose a modification of the Federal Constitution.
On February 9th 2014, 50.3% of the Swiss voters expressed their desire to regulate the
so called «mass immigration» by voting for a law limiting free movement of persons and workers between Switzerland and the EU» For 49,7% of the voters, this extreme, narrow-minded and shameful decision darkens and blurs the idea of an international, open-minded and Human Rights promoting Switzerland.
In response to this, we created a digital showcase of contemporary Switzerland
to show the world that our country is proud, mixed, open-minded and cohesive.