| Title | THIS WAS LOUISE'S PHONE |
| Brand | VOO |
| Product/Service | CYBER CRIME UNIT |
| Category |
D02. Interactive Video |
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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
| Ramin Afshar |
Air Brussels |
Creative |
| 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 |
| 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 |
AgencyProducer |
| Gunter Blokken |
Czar |
Film Director |
| Bieke Keersmaecker |
Czar |
Producer |
| Dries Verbruggen |
Studio Unfold |
Scenography |
| Claire Warnier |
Studio Unfold |
Scenography |
| Dogstudio |
Dogstudio |
Webdesign |
| Martin Saive |
Cartoonbase |
Typographer |
| Bruno Van Sieleghem |
VOO |
Marketing & Communication Manager |
| Erica Vanini |
VOO |
Advertising Manager |
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.
The website was featured on different national news sites like
Le Soir, RTBF, RTL and La Libre. It attracted over 213.000 visitors and was liked and shared over 21.000 times on Facebook. Many international blogs, parental websites and organisations against cyberbullying also supported the campaign.
Our website made youngsters realize that cyberbullying can have consequences in real life.
By creating a digital experience around a physical installation, the untangable aspect of cyber bullying becomes more tangible. Bullying is seen in different way. The size of the installation illustrates the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. The website was targeted to different target groups:
- Youngsters who (unwittingly) bully and don't see the implications of their actions. As they navigate through the installation and the hundreds of messages, they come to understand the nightmare that victims of cyber bullying have to endure.
- Victims and witnesses of cyber bullying who will find all the necessary resources to successfully deal with this issue.
- Parents in general so they will keep their eyes open to possible signs of cyber bullying and can act accordingly.