| Title | SUBT1TL3S |
| Brand | ATELCA |
| Product/Service | ATELCA |
| Category |
C03. Use of Social Platforms |
|
Entrant
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CONTRAPUNTO BBDO Barcelona, SPAIN
|
|
Idea Creation
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CONTRAPUNTO BBDO Barcelona, SPAIN
|
|
Media Placement
|
CONTRAPUNTO BBDO Barcelona, SPAIN
|
Credits
| ARIADNA CESPEDES |
CONTRAPUNTO BBDO |
COPYWRITER |
| JOAN DALMAU |
CONTRAPUNTO BBDO |
ART DIRECTOR |
| SARA LOPEZ |
CONTRAPUNTO BBDO |
COPYWRITER |
| ALEIX BOU |
CONTRAPUNTO BBDO |
CREATIVE DIRECTOR |
| CARLOS DE JAVIER |
CONTRAPUNTO BBDO |
CREATIVE DIRECTOR |
| JOFRE BISCARRI |
CONTRAPUNTO BBDO |
CREATIVE DIRECTOR |
| LULA CAÑAMERO |
CONTRAPUNTO BBDO |
ART DIRECTOR |
| VICTOR FLORES |
CONTRAPUNTO BBDO |
JUNIOR ART DIRECTOR |
| ALVARO MALMIERCA |
CONTRAPUNTO BBDO |
TECHNOLOGY DIRECTOR |
| DIANA ASENJO |
CONTRAPUNTO BBDO |
PRODUCER |
| MERCE FERNANDEZ |
CONTRAPUNTO BBDO |
PRODUCER |
| MENOYOS |
MENOYOS |
SUBTITLER |
| MARCUSL |
MARCUSL |
SUBTITLER |
| ALBERT CODINA |
CANNONBALL SOUND |
SOUND ENGINEER |
The Campaign
SLI prevents a child from learning and understanding language. Despite its gravity hardly anyone knows about it. How do you give visibility to a disorder that no one knows about? By taking advantage of something that everyone knows about: Game of Thrones.
To make as many people as possible feel and experience SLI, we partnered with the leading subtitlers on the web to change the subtitles of the first episode of the new season (6th).
Through a simple modification, at a key moment, viewers didn't understand anything and lost the plot. Just what happens to a child with Specific Language Impairment (SLI).
Creative Execution
We got in touch with the subtitlers community to implement the idea. Once they agreed to work with us, we prepared the subtitles with them and got them ready to be the first ones to upload them after the premiere of the new season of Game of Thrones.
Just one hour after the premiere, we placed this subtitles in the most important spanish subtitles websites like subdivx.com and subswiki.com.
1.000.000 people download the episodes the first day after the premiere. We targeted the spanish audience which we estimate that is about 10% of the total.
In a single day, 100,000 people experienced SLI (10% of global downloads) with zero budget.
The Catalan Parliament has finally listened Atelca's demands and they're preparing new policies to help the kids affected.
In addition, this action is now used for many SLI NGOs around the world as a teaching material to explain the disorder.
We needed to impact as many people possible with 0 budget.
We did something that no brand had done before.
By modifying the subtitles the Internet community upload to translate popular tv shows we created a new media. A media used in the most important moment of the episode. A media that cannot be skipped, that makes sure that the message gets delivered. At zero cost.
Insights, Strategy and the Idea
Since SLI can affect anyone, we needed to do something that could impact anyone too. We used the most popular tv show: Game of Thrones.
1.000.000 people download Game of Thrones episodes the first day after the premiere. But most people need subtitles to understand them. And there was our innovative opportunity. We asked the Internet's subtitler communities to change the subtitles downloaded by Game of Thrones fans.
And by doing it, we created a new media that raised awareness of Specific Language Impairment (SLI).