Title | I´M BACK |
Brand | TWITTER |
Product/Service | TWITTER |
Category |
E02. Social Purpose |
Entrant
|
McCANN SPAIN Madrid, SPAIN
|
Idea Creation
|
McCANN SPAIN Madrid, SPAIN
|
Production
|
LA CANA BROTHERS Madrid, SPAIN
|
Credits
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