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CENSORED TWEET

basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Brief Explanation
We wanted our communication to be understood anywhere in the world in order to touch as many people as possible for the cause. This was the biggest challenge and was solved with design, by actually making a text-only platform (twitter) become visual.

Describe the brief from the client
There are still many countries in the world that suffer censorship. Amnesty International wanted to take the fight for this cause from local to global level engaging and impacting as many people as possible with little (or zero) budget.

Design Process
We started our thinking with the well known censorship symbol: the black bars. However, we used it in a different way. On a text-only platform, we were able to create a strong visual appeal. With custom designed black bar characters we created an intuitive tool that generated "censored tweets" and formed a huge mass of graphic elements that stood out from regular tweets, illustrating "censorship" instantaneously, and linking directly to Amnesty International's website.

Results
In just over 20 days 12 million people were involved on Twitter alone. (Source: Scup and Social Ping). Censored Tweets were made in 117 countries. (Source: Scup and Social Ping). Spontaneous media coverage was generated in newspapers, radios, TV channels, social networks, websites and blogs from all over the world, with a media worth of over $648,000. All of this was achieved in a few days and with 1 tweet and a website/tool that cost less than $3,000 dollars to register and produce.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Producer:
Other credit:Contact: Marcia Feitosa, Cica Mattos
Project Manager: Anderson Passos
awards
Cannes Lions International Festival of Creativity 2013
Bronze Design
Online Digital Design
London International Advertising Awards 2013
Bronze Design
Direct Marketing - Consumer
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