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
The Brief
The platform NoSomosDelito (WeAreNotCrime), formed by over a
hundred citizens' organizations, activists, and jurists, is born with the
intention of informing citizens about the meaning of these reforms, which
restrict fundamental rights such as freedom of expression in the name of
'citizens' security', and to pressure the government into withdrawing them
immediately.
The objectives for the campaign were obtaining signatures for the online
petition against Gag Law, virtual participations in the demonstration, and
worldwide media coverage, as well as social media awareness
Campaign Success
We created the Holographic Protest, the first of its kind.
On March 26th, the same day the Gag Law was approved, we launched
a teaser website which encouraged users to sign the online petition
against the law reform and to participate in the demonstration in a virtual
way: uploading their pictures, recording their shouts and sending their
protest messages. At that time we did not revealed the location where the
protest would take place, in order to avoid confrontation with the Spanish
authorities.
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 the
website user-contributed material.
We also had a special cabin for NoSomosDelito spokespeople to be
interview by media as real-time holograms.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign was a global hit in media all around the world, with an
estimated earned media (at the time of writing) of 16 million euros, and a
global audience of over 800 million. It was covered by the main national
and international press, TV and online media, and made into the front
page and editorials of some of them, such as the French newspaper Le
Monde, The New York Times and The Boston Globe. It also appeared in
countless local and specialized 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.
Explain why the method of promotion was most relevant to the product or service
Spanish Government approved the Gag Law on March 26th, so we had
to act quickly before its entry into force, on 1st July. That's why we
launched a website where people could join the protest during two
weeks, until its holding, on April 10th. We had that time to activate the
general public.
Second kind of audience we needed to activate, on the April 10th event,
were media professionals, who we wanted to cover the story, so it would
have more impact in the general public, thus feeding back and growing
that audience.
Without a paid media budget, we had to create something with a
powerful visual and significance that would make into the news all
around the world, as well as get viral in social platforms. And something
with a clear call to action, in order to achieve the best quantitative results
in terms of signatures and participation.