LIKE WHAT YOU HATE

TitleLIKE WHAT YOU HATE
BrandVICE MEDIA SCANDINAVIAN
Category A09. Social Data
Product/ServiceBRANDING OF VICE.COM
Entrant VIRTUE SCANDINAVIA Copenhagen, DENMARK
Idea Creation VIRTUE SCANDINAVIA Copenhagen, DENMARK
PR VIRTUE SCANDINAVIA Copenhagen, DENMARK
Production VIRTUE SCANDINAVIA Copenhagen, DENMARK
Production 2 KOALITION New York, USA
Additional Company VICE MEDIA SCANDINAVIA Copenhagen, DENMARK
Credits
Name Company Position
Emil Asmussen VIRTUE Scandinavia Senior Copywriter
Trine Qvistgaard VIRTUE Scandinavia Art Director
Morten Grubak VIRTUE Scandinavia Creative Director
Sahand Porkar VIRTUE Scandinavia Junior Creative Technologist
Sandra Vinge VICE Media Producer Assistant
Ida Eriksen VICE Media Video Journalist
João Botelho VICE Media DOP

The Campaign

In it’s purest form, it’s a modern-day interpretation of the old saying “keep your friends close, but keep your enemies closer”. Likewhatyouhate.com analyzes everything you ever liked on Facebook and maps out your political and ideological standpoint - and then counters it. You’ll get an extensive list of pages, people, politicians and groups you most likely hate. Based on how skewed your starting point is, you’ll have to keep liking until you reach a more balanced feed. As every user provides us with a unique set of data, we offer each of them a personal analysis of their filter bubble — and tell them how to break out.

The campaign created a lot of buzz on social media, but more importantly got picked up by several new sites discussing filter bubbles, social media, and VICE - and in the end, we even got a pad on the back by a professor at the IT University of Copenhagen: "Like What You hate is an interesting initiative [...] If the goal of the campaign is to show that there is always more than one perspective, then I believe it will work - and is a great attempt.” - Luca Rossi.

We built Like What You Hate to counter the heavy filtration of our feeds by algorithms and the increasing polarization of mainstream media. As a reminder to us all, that there’s another side to every story. To do so, we had to take an in-depth look at the data of social media filter bubbles in order to break them.

With data of the core of the creative idea, the strategy was straightforward: Every user got their Facebook analyzed. We looked at what politicians, news sources, political groups and religious groups the user liked. Then, we countered this information. If the feed was primarily conservative, we encouraged the user to like liberal pages and vice versa. Depending on how skewed the feed was, the user had to like more pages in order to obtain a balanced feed.