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Stop the Cycle

basics
Industry: Media & Publishing
Media:Cyber
Market:South Africa
Style: Minimalism
descriptioncnen
Synopsis

Every day we’re bombarded with ads telling us to buy things that we don’t need. And we choose to turn a blind eye to the full picture behind consumerism. The truth is that while manufacturing costs are dropping; the human and environmental impact has increased considerably.
Execution

Each 360° execution used over 50 stock library images in order to create a composite image of the 360° journey. The storyline of the 360° visual needed to work regardless of whether the user scrolled right or left. If the user scrolled left, they would view the manufacturing process in reverse – starting from the high-end store and ending on the first step in the process – the part where the most human rights violations take place. Scroll right and the user viewed the beginning of the manufacturing process in stark contrast to the glossy ad they had just seen.
Strategy

Facebook has become the preferred news source to South Africans. But in order to stand out in this cluttered environment, a hard-hitting headline isn’t enough. The South African edition of The Huffington Post needed an engaging way to unpack a hard-hitting news story with a lot of meat to its bones. In order to achieve this, we took a simple approach. We tapped into what we know consumers do respond to on Facebook – pretty, glossy ads – and led them through the 360° journey of consumerism.
CampaignDescription

Using Facebook’s 360° technology, we showed the manufacturing cycle of a single consumer item. At first glance, the post appeared to be a glossy ad. Once users interacted with the 360° ad, it revealed the impact the industry has on human and environmental rights.
Outcome

The 360° Reveal adverts effectively garnered awareness of the grim picture hidden behind consumerism.Within the initial campaign period, almost half a million South Africans discovered the horrific impact their purchases have on human and environmental rights.More specifically, the ads generated over 640 000 impressions. And a significant 64 percent of people who saw these ads engaged with it (physically scrolling through).When compared, the Engagement Rate on the 360° Reveal adverts was 36% higher than the average post on the Huffington Post page.The campaign was only recently launched, and as our ads are still live, these numbers continue to grow.
credit
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Other credit:Entrant Company: VML, Johannesburg, South Africa
Media Agency: THE DIGITAL MEDIA CONSULTANCY, Durban, SOUTH AFRICA
CEO, Jason Xenopoulos, VML
Head of VML Cape Town, Ben Wagner, VML
Motion Graphics, Gabriella Jardine, VML
Sound Composition, Rob Brinkworth, Resonate Audio
Art Director Intern, Cecilia Jonsson, VML
Project Manager, Lara-Jean Matthews, VML
Data Analyst, Tiaan de Kock, VML
awards
D&AD 2018
Wood Pencil Media
Use of Online Advertising
The One Show 2018
Silver Pencil Interactive
Online Advertising / Banners
The One Show 2018
Silver Pencil Mobile
Mobile Advertising
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
360° Videos
Cannes Lions International Festival of Creativity 2017
Bronze Mobile
Corporate / Commercial
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Media & Publications
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Corporate Social Responsibility
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Social Purpose
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Social Engagement
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Image Design
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Social Purpose
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