| Title | SINGING DICTATORS |
| Brand | REPORTERS WITHOUT BORDERS (REPORTERS SANS FRONTIÈRES) |
| Product/Service | NGO |
| Category |
D01. Social Video |
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Entrant
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PUBLICIS BRUSSELS, BELGIUM
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Idea Creation
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PUBLICIS BRUSSELS, BELGIUM
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Credits
| Maarten De Maayer & Daniel Van den Broucke |
Publicis Brussels |
Copywriter & Art Director |
The Campaign
To “celebrate” this birthday we created a video that shows modern dictators like Putin, Kim Jong-Un, Recep Erdo?an, Robert Mugabe, and so on singing ‘happy birthday’ for Reporters without Borders, albeit in a video mash-up. It’s a strong confrontation because it shows the discrepancy between the jolly happy birthday singing and the source of where the song comes from.
Creative Execution
The film is a mash-up video, combining short fragments of speeches by current and recent dictators such as Vladimir Putin, Kim Jong-Un, Recep Erdogan, Bashar Al-Assad, Muammar Gaddafi, Saddam Hussein and more. Together they are singing the happy birthday song.
The mash-up video featured on more than 20 advertising community websites and was shared a lot on social media. It even made the news. Most prominent newspapers in Belgium such as Het Laatste Nieuws, De Morgen and Metro picked up on the story. It also made the news on national TV.
The fight against censorship is a fight that will keep going on if the likes of Erdo?an and Putin remain in power. That’s why RWB will not back down until it’s over. This campaign is targeting anyone who can support this cause. Supporting can be done through small donations. The dictators shown in the video were selected based on research by the 2016 World Press Freedom Index.