C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
DDB SPAIN Madrid, SPAIN
Advertising Agency
DDB SPAIN Madrid, SPAIN
Production Company
GARLIC TV Madrid, SPAIN
Production Company 2
LA LIVINGSTON Madrid, SPAIN
Production Company 3
20 HUNGAROS Barcelona, SPAIN
Credits
Name
Company
Position
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
Brief Explanation
Insight: due to the free assembly restrictions in Spain, people will have to turn into holograms to be able to protest. We created the Holographic Protest, the first of its kind.
Audience were greatly drawn because it was a new creative way of protest, defied the banning of demonstrations around Parliament, and reflected in a relevant way the abolition of rights the law introduced: flesh and blood protest will not be tolerated.
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.
Results and Effectiveness
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.
Creative Execution
On March 26th, the same day the Gag Law was approved, we launched a teaser website which
encouraged users to participate in the demonstration by uploading their pictures, recording their shouts and sending their protest messages.
On April 10th, we projected the protest in front of the Parliament, taking advantage of a filming
permit. We chose the most difficult place (demonstrations have been banned there), but also the most symbolic. The projected video was produced from previously filmed and website
user-contributed material.
We also had a special cabin for NoSomosDelito spokespeople to be interview by media as real-time holograms.
Insights, Strategy and the Idea
One of the objectives of NoSomosDelito is public awareness of their message, so they can mobilize people and collect signatures against this law, and also generate criticism and obtain support for its claims from media and governments outside Spain, in order to prevent its entry into force.
Without a paid media budget, we had to create something that would make into the news all around the world. Something that had a powerful visual and significance, so it would be interesting for TV, press and online media, as well as viral in social platforms.