THE TRUTH REVEALING BANNERS
|Category||C01. Display Advertising|
|Title||THE TRUTH REVEALING BANNERS|
|Entrant||AIR PARTNER OF McCANN Brussels, BELGIUM|
|Idea Creation||AIR PARTNER OF McCANN Brussels, BELGIUM|
|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 CampaignIt’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 ExecutionWhen 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.
370.000 views resulted in 40.760 signatures for the concerning petitions in only one week.
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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.