THE TRUTH REVEALING BANNERS
Title | THE TRUTH REVEALING BANNERS |
Brand | AMNESTY INTERNATIONAL |
Product/Service | AMNESTY INTERNATIONAL |
Category |
C01. Use of Digital Platforms |
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
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Credits
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 |
Morgane Choppinet |
Air Partner of McCann |
Creative |
Toon Vanpoucke |
Air Partner of McCann |
Creative |
Pauline Heraly |
Air Partner of McCann |
Account Manager |
Maxime Van Santen |
Air Partner of McCann |
Senior Digital Project Manager |
Maxime Douillet |
Air Partner of McCann |
Graphic Designer |
Olivier Desmet |
Air Partner of McCann |
Web Developer |
The Campaign
It’s important to reveal information the world’s biggest corruptive leaders are hiding, to create transparency and demand more human rights. As banners on Youtube hide subtitles, we could use this in a new creative manner as a truth revealing tool by rewriting subtitles of video speeches of these leaders.
Creative Execution
When you watch videos on youtube, in-video banners pop up on the bottom.
As these banners appear on the bottom of videos, it means they also cover
possible subtitles. We used this as a chance to let the world’s biggest authoritarian
leaders speak the truth about inhumane issues that go on in their country.
By targeting their Youtube video speeches and using these banners as a tool to rewrite the subtitles and finally reveal the information they keep on hiding.
Results
370.000 views resulted in 40.760 signatures for the concerning petitions in only one week.
We used the Youtube platform and its ad targeting options to directly reach a specific audience that watched those Youtube videos. We targeted specific videos on Youtube where world leaders are performing a speech to spread our call-to-action concerning each different video via overlay banners. An effective way of using one of internet’s oldest ad format, that’s never been done before.
A lot of leaders use Youtube as a tool to spread their speeches. Amnesty International French Belgium wanted to target the viewers of these speeches, more specifically the French speaking part of Belgium. By using in-video banners to reach the people that are watching them. Every banner was made specially for each leader’s video speech concerning every specific issue.