| Title | THIS WAS LOUISE'S PHONE |
| Brand | VOO |
| Product/Service | VOO |
| Category |
C01. Content |
|
Entrant
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AIR PARTNER OF MCCANN Brussels, BELGIUM
|
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Idea Creation
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AIR PARTNER OF MCCANN Brussels, BELGIUM
|
Credits
| Eric Hollander |
Air Partner of McCann |
Executive Creative Director |
| Dieter De Ridder |
Air Partner of McCann |
Creative Director |
| Joeri Van Den Broeck |
Air Partner of McCann |
Creative Director |
| Ramin Afshar |
Air Partner of McCann |
Creative |
| Greg Pin |
Air Partner of McCann |
Head of Digital Production |
| Maxime Van Santen |
Air Partner of McCann |
Digital Project Manager |
| Louise Cornet |
Air Partner of McCann |
Additional copywriting |
| Caroline Charles |
Air Partner of McCann |
Account Director |
| Daphné de le Vingne |
Air Partner of McCann |
Account Manager |
| Bérengère Lurquin |
Air Partner of McCann |
Agency Producer |
| Gunter Blokken |
Czar |
Director |
| Bieke De Keersmaecker |
Czar |
Post Production |
| Bruno Van Sieleghem |
VOO |
Marketing & Communication Manager |
| Erica Vanini |
VOO |
Advertising Manager |
| Dries Verbruggen |
Studio Unfold |
Scenography |
| Claire Warnier |
Studio Unfold |
Scenography |
| Dogstudio |
Dogstudio |
Web Design |
The Campaign
VOO together with the national police turned a tragic loss into something meaningful:
"The telephone of Louise" a virtual installation where youngsters could experience how impactful the messages were on the life of Louise.
We created a physical installation consisting of 600 balloons, equal to the number of hate messages Louise received in just 5 days. With at the center Louise’s phone. Visitors are guided through the experience by the voice of Louise’s father, who recounts his daughter’s story
Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying, in turn, will find all the necessary resources to successfully deal with this issue.
Creative Execution
On the website visitors can explore a virtual installation that features 600 balloons, each of which displays a hateful message. These balloons symbolise text bubbles and illustrate the significant amount of messages Louise received in just 5 days. Visitors are guided through the experience by the voice of Louise’s father.
The size of the installation reflects the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. While making their way through the hundreds of messages, people come to understand the nightmare that victims of cyber bullying have to endure. Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying will find resources to deal with this issue.