| Title | SPY ON THE NSA |
| Brand | THE DAY WE FIGHT BACK |
| Product/Service | LOBBY-ORGANISATION ; PRIVACY RIGHTS |
| Category |
C02. MICROSITE |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness Brussels |
Creative Management/Strategic Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Management/Creative Director |
| Philippe Fass |
Happiness Brussels |
Creative Management/Creative Director |
| Sharif Abdel Mawla |
Happiness Brussels |
Concept Provider |
| Michael Middelkoop |
Happiness Brussels |
Concept Provider |
| Thomas Colliers |
Bliss Interactive/Mobile |
Webdeveloper |
Creative Execution
On spyonthensa.com we showed a 24/7 videostream of the NSA headquarters. People got the opportunity to spy back by capturing the stream and by sharing this with their friends.
We implemented it with a top down approach. These influencers successfully took over the action:
Starting with Free Press NGO's:
Including Bits of freedom, Electronic Frontier Foundation, and Privacy International.
Two days later, news organisations :
including De Telegraaf, Business Insider and Le Vif / L'Express
After three days, the media & technology influencers:
including PSFK, FastCompany, The Drum and Vice.
It then spread via Twitter accounts, followers and Facebook pages.
- With zero media budget we received 20.000 unique visitors in one week.
- The website got covered on major blogs and different news media
- More than 8800 people captured their recording and shared this through social
media.
- We became front-page news on Holland's biggest newspaper De Telegraaf.
- In a few hours after the launch, the article on Business Insider received more than 948 readers.
- Fastcompany's article became best read article of the week.
- A social media reach of over 5,500,000
- It contributed to the clear stand taken by the public opinion
The goal was to give lobby-organisation The Day We Fight Back a tool that would reach a broad web audience to spread the message that personal freedom still triumphs, despite the increase of mass surveillance caused by the NSA. To reach this goal we didn't want to attack organizations like the NSA with a hateful message. Although people all over the world felt powerless against this huge organisation.