I´M BACK

TitleI´M BACK
BrandTWITTER
Category E02. Social Purpose
Product/ServiceTWITTER
Entrant McCANN SPAIN Madrid, SPAIN
Idea Creation McCANN SPAIN Madrid, SPAIN
Production LA CANA BROTHERS Madrid, SPAIN
Credits
Name Company Position
Mónica Moro McCann Chief Creative Officer
Jon Lavín, Raquel Martínez McCann Executive Creative Directors
Álvaro López McCann Creative Director
Miguel Moreno McCann Copywriter
Álvaro López, Matías Visciglia McCann Art Directors
Enrique Moreno McCann Technical Director
Matías Iván Visciglia McCann Director
Mercedes García McCann Agency Producer

Background

Social Media is having its worst moment ever: Censorship, trolls, haters and political correctness are putting the right to freedom of speech at risk. Twitter is a free media, plural, multicultural and now more than ever, inclusive thanks to the EyeTwitter app which allows disabled peope to join the conversation.

Describe the strategy

From Twitter we wanted to remind people of the importance of the right to freedom of speech through EyeTwitter.

Describe the execution

We asked a young guy to tweet a joke about paraplegics to create a buzz. Once it was done, we launched a video answer where we unveiled that he himself was paraplegic after an accident and that he was celebrating being able to communicate again with a sense of humour.

List the results

+22K tweets, 100 MILL impressions, 12,5 MILL views, Sentiment + 99,9%, influencer value $500K