Title	THE TRUTH REVEALING BANNERS
Brand	AMNESTY INTERNATIONAL
Product/Service	AMNESTY INTERNATIONAL
Category	B10. Use of Digital Platforms
Entrant	AIR PARTNER OF McCANN Brussels, BELGIUM
Idea Creation	AIR PARTNER OF McCANN Brussels, BELGIUM

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 as in a new creative manner as a truth revealing tool by rewriting subtitles of video speeches of these leaders in a new creative way.

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. information they keep on hiding.

370.000 views resulted in 40.760 signatures for the concerning petitions in only one week.

This work was planned and executed on Youtube, by implementing overlay in-video banners in a new and creative manner to deliver our message. We enhanced and amplified the banners by using them to rewrite subtitles of existing videos with our own communication. An effective way of using one of internet’s oldest ad format, that’s never been done before.

Insights, Strategy and the Idea

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 in a new creative way to reach the people that are watching them. Every banner was made specially for each leader’s video speech concerning every specific issue.