THE TRUTH REVEALING BANNERS

Short List
ClientAMNESTY INTERNATIONAL
Category C01. Display Advertising
TitleTHE TRUTH REVEALING BANNERS
Product/ServiceAMNESTY INTERNATIONAL
Entrant AIR PARTNER OF McCANN Brussels, BELGIUM
Idea Creation AIR PARTNER OF McCANN Brussels, BELGIUM
Credits
Name Company Position
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.

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.