Title	RIPPING INSTAGRAM APART
Brand	PARTI SOCIALISTE VILLE DE GENÈVE
Product/Service	PARTI SOCIALISTE VILLE DE GENÈVE
Category	B03. Social for Mobile
Entrant	CAVALCADE Geneva, SWITZERLAND
Idea Creation	CAVALCADE Geneva, SWITZERLAND

Name	Company	Position
Julien de Preux	cavalcade	Creative Director & Founder
David von Ritter	cavalcade	Creative Director & Founder

The Campaign

We launched the operation RIPPING INSTAGRAM APART First we collected every Instagram picture taken in the threatened places and events. Then we ripped them apart and sent them back to their owner… with a little explanation about the place they were enjoying: Hi @XXX Do you like this place? Protect it. Vote NO against the cuts on june 5th! Hundreds of pictures were ripped apart and reposted.

Creative Execution

For 3 weeks, we collected every Instagram picture taken in the threatened places and events. Then we ripped them apart and sent them back to their owner… with the explanation: Hi @XXX Do you like this place? Protect it. Vote NO against the cuts on june 5th! About 300 pictures were ripped apart and reposted to their owner by the agency.

About 10000 people reached through Instagram in 3 weeks only in Geneva. Increase of 40% of vote during the last week in Geneva. A win against the cuts with more than 60% of vote, en exception un Geneva for a vote like this.

During periods of vote, most of the Genevans dont feel concern, especially young people. We decided to touch them where they were enjoying the city: on their mobile phone directly. By using their own pictures, we were able to touch the core of what they really care about: those places and their instagram pictures. This innovative vote campaign strategy demonstrated that people can care about civilian engagement, if we can talk to them differently.