Title	DO NOT LOOK THE OTHER WAY
Brand	DELA SEMEJINIE
Product/Service	CHARITY FUND
Category	D01. Social Video
Entrant	BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation	BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement	BBDO RUSSIA GROUP Moscow, RUSSIA
PR	BBDO RUSSIA GROUP Moscow, RUSSIA
Production	BBDO RUSSIA GROUP Moscow, RUSSIA

Name	Company	Position
Nikolay Megvelidze	BBDO Russia Group	Chief Creative Director
Alexey Starodubov	BBDO Russia Group	Deputy Creative Director
Kirill Tsytkin	BBDO Russia Group	Copywriter
Sofya Nadezhina	BBDO Russia Group	Art Director
Boris Anisonyn	BBDO Russia Group	TV Production Director
Valery Gorokhov	BBDO Russia Group	Senior Producer
Boris Sorokin -	BBDO Russia Group	Business Development Manager
Maxim Popov	BBDO Russia Group	Post Production mager
Tatyana Orlova	BBDO Russia Group	Founder of Charity fund

The Campaign

We used a 360 video to make the viewer decide how to act. Once he opens the video a text starts appearing and becomes a focal point for the viewer and leads the viewer away. We knew that most viewers will follow the text and during the texts it turned out to be a right assumption. The last phrase teases the viewer to watch the video again and discover the second layer of the story. We force him to witness the fact of domestic violence. This trick helped us recreate people’s usual behavior in digital space so that they would start acting the different way in real life.

Creative Execution

We created an online 360 video where the story depends on viewer’s actions. Once the viewer opens the video he sees a woman’s face profile. A text starts appearing. The text becomes a focal point for the viewer and leads him away from the woman. The viewer sees an irritated man staring at the woman. “Nobody wants to witness someone else's tragedy. In Russia, every 40 minutes, a woman dies from domestic violence.” When the viewer makes a full turn he finds a new message: “Do not look the other way.” Now if he will watch the video again without following the text he will find the second part of the story. He will see the woman raising her eyes at the man and a terrifying black eye on her face. Now the viewer can see a message he missed the first time: “If you notice signs of domestic violence, there is help: nebeymenya.ru”

With a zero media budget the number of views reached 250 000. The video was featured in YouTube trending videos. The average view percentage reached 114% which means over 30% of viewers chose to watch the video twice. PR value has been estimated approximately 350 000$. Multinational relevance of both the theme, technology and creative execution resulted dozens of posts and articles about to our video.

Our task was to communicate with people who don’t want to hear about the problem. In order to do so we needed a media or format that people love to engage with. We used 360 video format because of several reasons: 1) This technological novelty became very popular 2) There are not many 360 videos in Russian and we could count on viral effect for ours 3) 360 video puts the viewer to the center of a scene. And this is what people never do when it comes to someone’s problems.