| Title | #FREEDOMOFTWEET |
| Brand | REPORTERS WITHOUT BORDERS |
| Product/Service | NGO |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL 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 |
| 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 tweets.
Describe how the promotion developed from concept to implementation
#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.
Describe the success of the promotion with both client and consumer including some quantifiable results
Preliminary results show that so far 5655 tweets supporting the campaign have been encrypted . Updates are available on fot-case.com.
Explain why the method of promotion was most relevant to the product or service
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.