| Title | HOW CHINA ARE YOU? |
| Brand | PROTONET |
| Product/Service | INITIATIVE/ FREEYOURDATA.ORG |
| Category |
B01. Digital Design |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Fabian Frese |
Kolle Rebbe Gmbh |
Chief Creative Officer |
| Matthias Erb |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Lorenz Ritter |
Kolle Rebbe Gmbh |
Creative Director/Copyrighter |
| Jens Theil |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Sandra Vetter |
Kolle Rebbe Gmbh |
Account Manager |
| Alexander Schillinsky |
Kolle Rebbe Gmbh |
Agency Producer |
| Andreas Groeger |
Kolle Rebbe Gmbh |
Online Concept |
| Navid Shahabi |
Kolle Rebbe Gmbh |
Online Art Director |
| Hans Christoph Schultheiss |
Sehsucht Gmbh |
Web Developer |
| Carol Gruner |
Sehsucht Gmbh |
Cgi Artist |
| Timo V. Wittken |
Sehsucht Gmbh |
Cgi Artist |
| Frank Spalteholz |
Sehsucht Gmbh |
Cgi Artist |
| Christiane Mülstegen |
Sehsucht Gmbh |
Producer |
| Jan Tiller |
Sehsucht Gmbh |
Producer |
| Gilg Frick |
Npire Gmbh |
Programming/Chief Executive Officer |
| Dieter Priess |
Npire Gmbh |
Programming |
|
Hastings Audio Network |
Sounddesign |
Brief Explanation
PROTONET, a small start-up manufacturer of private cloud servers, started a politcal campaign to boost a european law enforcement for more data sovereignity. The target group are those who care about this issue but espacially those who don't – because they have "nothing to hide". The web-only campaign aimed to raise awareness and to make 50.000 people sign the petition on change.org.
The Brief
Create an interactive tool to give people a playful path into the quite theoretical and dry subject. Make people aware that the lack of data soveregnity is their very own problem and share this insight with their friends.
How the final design was conceived
In Europe and Germany the synonym for a surveillance state is China. Freedom of speech is restricted and human rights are non existant. It would never appeal to Germans to compare their country to China. Therefore we made exactly this comparison and posed the question "How China are you" – giving people the chance to find out their personla "china-factor": how much of their data do poeple gove away without even noticing? We researched the terms of use of dozens of web-services and put the resulut into a multiple-choice game that reflects a normal users day. Our aim was to make that game as personal, as engaging and as alarming as possible. The design of the webside reflects PROTONETS colour code and gives a somewhat dark and gloomy atmosphere at the same time. The storyline differs depending on what the users individual day and online behaviour looks like.
Indication of how successful the outcome was in the market
100.000+ views for the campaing video in the first week plus 60.000+ supporters for the petition on change org.