| Title | DECODE THE TRUTH |
| Brand | AMAZON PRIME VIDEO |
| Product/Service | THE MAURITANIAN |
| Category |
C02. Interactive / Dynamic Digital Screens |
|
Entrant
|
FOREVER BETA London, UNITED KINGDOM
|
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Idea Creation
|
FOREVER BETA London, UNITED KINGDOM
|
|
Production
|
FOREVER BETA London, UNITED KINGDOM
|
|
Production 2
|
LOCATIONXR London, UNITED KINGDOM
|
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Additional Company
|
COLLAGE Madrid, SPAIN
|
Credits
| Paulo Areas |
Forever Beta |
Chief Creative Officer |
| Felipe Faria |
Forever Beta |
Creative Director |
| Mark Campion |
Forever Beta |
Creative Director |
| Majken Gram |
Forever Beta |
Creative Director |
| Nico Gomez Cal |
Forever Beta |
Creative Director |
| Darren Cox |
Forever Beta |
Head of Design |
| Lee Evans |
Forever Beta |
Designer |
| Jesper Norgaard |
Forever Beta |
Senior Strategist |
| Sasha Oglanby |
Forever Beta |
Producer |
Cultural / Context information for the jury
Amazon tasked us with launching The Mauritanian in the Nordics.
The Nordic market is incredibly competitive and Amazon suffers from low awareness.
The film is a star-studded legal thriller based on the true story about a far-reaching conspiracy surrounding a suspected 9/11 terrorist being held at Guantanamo Bay.
Nordic people have a clear sense of social justice, a strong moral compass and freedom of speech rules supreme.
We knew that we needed to leverage this insight to create a thrilling campaign that would make a splash and put APV on the map in the Nordics.
We created redacted posters and allowed people to decode them using AR.
By letting the audience interact with our innovative posters, they could piece the truth together and explore The Mauritanian and Amazon Prime Video further.
Along with the posters, our campaign also stretched across DOOH, online videos, social and digital channels.
Tell the jury about the interactive / dynamic component of the work.
We plastered the streets of Stockholm with over 12,000 provocative "guerilla style" posters, designed to look like redacted US government documents.
The posters used AR technology to reveal what is hidden behind censorship, and show that there are two sides to the same truth.
This engaging piece of content allowed people to discover the story, and teased the core narrative of the film to draw people to Amazon Prime Video to discover the full story.