| Title | HOLOGRAMS FOR FREEDOM |
| Brand | NO SOMOS DELITO (WE ARE NOT CRIME) |
| Product/Service | NGO |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
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DDB SPAIN Madrid, SPAIN
|
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Advertising Agency
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DDB SPAIN Madrid, SPAIN
|
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Production Company
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GARLIC TV Madrid, SPAIN
|
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Production Company 2
|
LA LIVINGSTON Madrid, SPAIN
|
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Production Company 3
|
20 HUNGAROS Barcelona, SPAIN
|
Credits
| Jose Mª Roca De Viñals |
Ddb Spain |
Chief Creative Officer |
| Guillermo Santaisabel |
Ddb Spain |
Executive Creative Director |
| Javier Urbaneja |
Ddb Spain |
Executive Creative Director |
| Cristina Rodriguez |
Ddb Spain |
Creative Director/Head Of Art |
| Daniel Rodriguez |
Ddb Spain |
Copywriter |
| Mariona Cruz |
Ddb Spain |
Account Supervisor |
| Gabriela Castro |
Ddb Spain |
Account Executive |
| Enrique Feijoo |
Ddb Spain |
Production Director |
| Elena Carrasco |
Ddb Spain |
Agency Producer |
| Esteban Crespo |
Garlic Tv |
Director |
| Alvaro Gorospe |
Garlic Tv |
Executive Producer |
| Pancho Alcaine |
|
Cinematographer |
| Elena Vergel |
Garlic Tv |
Post Production Supervisor |
| Bruno Galán |
Garlic Tv |
Hologram Supervisor |
| Fernando Guarinello |
|
Editor |
| Alberto Escudero |
|
Photographer |
| David Bardos |
20h |
Interactive Director |
| Fernando Drumond |
20h |
Front End Programmer |
Creative Execution
On March 26th, the same day the Gag Law was approved, we launched a website which encouraged users to participate in the demonstration in a virtual way: uploading their pictures, recording their shouts and sending their protest messages, and to sign a petition against the new law reforms.
On April 10th, we projected the digital holographic protest on a 7x4 meters screen in front of the Parliament building, taking advantage of a filming permit. The projected video was produced from filmed and user-contributed material. We also had a cabin for NoSomosDelito spokespeople to be interview by media as real-time holograms.
Global hit in media all around the world, with estimated earned media (at the time of writing) of 16 million euros, and global audience of over 800 million. It was covered by the main national and international press, TV and online media.
17.857 people participated in the demonstration via the website, although after that moment, participations kept rising over 20.000. The online petition for the withdrawal of the law was signed by more than 330.000 people.
Our protest gathered over 50.000 tweets and about 400 million Twitter impressions.
Ultimately, the protest was debated in a session of the Spanish Congress.
NoSomosDelito (WeAreNotCrime) informs citizens about the meaning of the reforms known as The Gag Law, which restrict fundamental rights such as freedom of expression and assembly, and pressures the government into withdrawing them immediately.
One of their objectives is public awareness of their message, so they can mobilize people and collect signatures against this law, and also generate criticism from media and governments outside Spain, in order to prevent its entry into force. To that end we created the Holographic Protest.
Audience were greatly drawn to the idea. It was a new creative way of protest, it defied the banning of demonstrations in front of Parliament building, and also reflected in a relevant way the abolition of rights the law has introduced.
Media found the story interesting not only for its political and social content, but also from a technological point of view, and as a historical milestone in activism.