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Home / Reclame / The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign

The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign



The International Federation for Human Rights (FIDH) has launched a hard-hitting campaign to alert the public of the violence, intimidation and human rights abuses being perpetrated in Burundi by the country’s authorities.

The campaign is formed of two key parts, which were created by We Are Social France, and is designed to highlight the repression that has resulted in over 1,700 deaths and 400,000 refugees forced into exile.

I LOVE BURUNDI
The first stage centres on a fake tourism company Twitter account and accompanying online film called #ILoveBurundi presenting Burundi as a paradise destination. The idea is to communicate exactly what the Burundi Government would want to hear by presenting a completely positive image of the country as a tourist destination. The #ILoveBurundi film promotes the beauty of the country and the promise it has for young people was posted online and on the fake Twitter account on Friday 11th May to play along with this illusion. Political writers and influencers have also been enlisted to help promote the campaign.

I LEAVE BURUNDI
The second phase of the campaign sees the launch of a follow-up film called #ILeaveBurundi, which shows the reality of the situation in the country and reveals that the narrator of the original tourism film is a refugee from Burundi - one of the over 400,000 forced to flee their homeland to escape arrest, torture and execution. This film was posted today (Tuesday 15th May), using the hashtag #ILeaveBurundi.

The current cycle of violence in Burundi began in April 2015 when the first popular demonstration against President Nkurunziza’s announcement to run for a third term was repressed. This was followed by a campaign by the authorities to systematically eliminate all opposition, with the result that over 1,700 people may have been killed. Along with the over 400,000 refugees that have fled to neighbouring countries, there have been up to 486 victims of enforced disappearance, hundreds of people tortured and over 8,000 people arbitrarily detained.

CREATIVE CREDITS
Agency: We Are Social France
Founder & CEO: Sandrine Plasseraud
Executive Creative Director: Thomas Guilhot
Group Account Director: Vincent Reynaud-Lacroze
Account Manager: Pierre Chaudoy
Strategic Planner: Fabien Gaetan
Art Director: Paul Grange
Copywriters: Alexandre Foucray, Philippe Lesesvre
TV Producer: Cécile Ousset
Production: We Are Social Sutdios
Post-production: FIRM STUDIO
Director: Kentin Denoyelle
Sound production: THE

Client: FIDH
Digital Communication Officer: Anne Vesque
PR & Communication Assistant: Yvon Chagué
Press Manager: Samuel Hanryon

About We Are Social
We are a global agency. We deliver world-class creative ideas with forward-thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking. With an international team in New York, London, Paris, Milan, Rome, Munich, Berlin, Singapore, Shanghai, Beijing and Sydney, our mission is to put social thinking at the centre of marketing. We work with clients including Renault, adidas, Mondelēz, Netflix, Heineken, Google, HSBC and Audi on global, regional and local projects.


About Abdi

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adam&eveDDB calls in Space Invaders for Highways England campaign



adam&eveDDB has created a new car bumper sticker featuring Space Invaders as part of a public safety campaign for Highways England.

The integrated campaign, which is the first by adam&eveDDB for Highways England, has been developed because of statistics showing one in eight of all casualties are caused by people driving too closely to the vehicle in front, with more than 100 people killed or seriously injured in a year.

It uses the classic arcade game’s graphics, characters and sound effects, first released by TAITO, a Japanese game manufacturer, 40 years ago in 1978. It carries the tagline: ‘Don’t be a Space Invader. Stay safe, stay back’.

The campaign, which also spans outdoor, radio and online film, highlights the dangers and impact of tailgating – driving too close to the car in front – with the aim of reducing accidents and making driving less stressful for motorists.

The bumper sticker features Space Invaders’ iconic pixelated enemy alien character to symbolise a car that is tailgating. The bumper sticker acts as a warning to the car behind to stay back a safe distance.

In the online film a driver is shown being tailgated by the Space Invaders enemy alien.

The integrated campaign breaks on Monday September 17th and will run for 6 weeks.

Alison Holliday, Head of Marketing & Events at Highways England, said: “We know that if we can get drivers to leave more space between them and the car in front we can significantly cut the number of serious and fatal injuries on the road. By bringing this safety issue to life in a memorable way, adam&eveDDB has created a campaign that will, we are optimistic, nudge behaviour in a positive direction.”

Mike Stern, Managing Partner at adam&eveDDB, said: ‘Once we hit on the idea of using Space Invaders we knew it was the perfect fit. It not only works well in bringing the driving safety idea to life, but we know that millions and millions of people love the game and will enjoy being reminded of it when it wherever they see or hear it, instead of tuning out and missing this important message.”

CREDITS

HIGHWAYS ENGLAND – SPACE INVADERS

Client: Alison Holiday, Head of Marketing & Events
Annemarie Hennessy, Senior Marketing Manager
Brand: Highways England
Project name: Don’t be a Space Invader
Chief Creative Officer: Richard Brim
Creative Director: Simon Lloyd
Creatives: Shay Reading, Frank Ginger, Paul Knowles
Agency producer: Charles Woodall
Agency producer: Jaki-Jo Hannan
Planner: Milla McPhee
Business Director: Mike Stern
Account Director: Abi Robinson
Account Manager: Tom Peters and Holly Fletcher
Designer/Typographer: Paul Knowles and Scott Silvey, King Henry
Media agency: Carat
Media planner: Emma Kwarteng
Production company: Smuggler
Producer: Darren Tuohy
Director: Stylewar
D.O.P: Ben Magahy
Editing Company: Stitch
Editor: Tim Hardy
Post Production: Swiss
Colourist: Max Strömberg
Supervisor: Pablo Fernandez
VFX coordinator: Jonas From
Post Producer: Emma Rosas Hott
Music Supervisor: NA
Audio Post Production: 750mph – Mark Hellaby
Soundtrack name and composer: V15 – Mark Hellaby

Home / Reclame / The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign

The International Federation for Human Rights and We Are Social Presents ‘I Love / I Leave Burundi’ Campaign



The International Federation for Human Rights (FIDH) has launched a hard-hitting campaign to alert the public of the violence, intimidation and human rights abuses being perpetrated in Burundi by the country’s authorities.

The campaign is formed of two key parts, which were created by We Are Social France, and is designed to highlight the repression that has resulted in over 1,700 deaths and 400,000 refugees forced into exile.

I LOVE BURUNDI
The first stage centres on a fake tourism company Twitter account and accompanying online film called #ILoveBurundi presenting Burundi as a paradise destination. The idea is to communicate exactly what the Burundi Government would want to hear by presenting a completely positive image of the country as a tourist destination. The #ILoveBurundi film promotes the beauty of the country and the promise it has for young people was posted online and on the fake Twitter account on Friday 11th May to play along with this illusion. Political writers and influencers have also been enlisted to help promote the campaign.

I LEAVE BURUNDI
The second phase of the campaign sees the launch of a follow-up film called #ILeaveBurundi, which shows the reality of the situation in the country and reveals that the narrator of the original tourism film is a refugee from Burundi - one of the over 400,000 forced to flee their homeland to escape arrest, torture and execution. This film was posted today (Tuesday 15th May), using the hashtag #ILeaveBurundi.

The current cycle of violence in Burundi began in April 2015 when the first popular demonstration against President Nkurunziza’s announcement to run for a third term was repressed. This was followed by a campaign by the authorities to systematically eliminate all opposition, with the result that over 1,700 people may have been killed. Along with the over 400,000 refugees that have fled to neighbouring countries, there have been up to 486 victims of enforced disappearance, hundreds of people tortured and over 8,000 people arbitrarily detained.

CREATIVE CREDITS
Agency: We Are Social France
Founder & CEO: Sandrine Plasseraud
Executive Creative Director: Thomas Guilhot
Group Account Director: Vincent Reynaud-Lacroze
Account Manager: Pierre Chaudoy
Strategic Planner: Fabien Gaetan
Art Director: Paul Grange
Copywriters: Alexandre Foucray, Philippe Lesesvre
TV Producer: Cécile Ousset
Production: We Are Social Sutdios
Post-production: FIRM STUDIO
Director: Kentin Denoyelle
Sound production: THE

Client: FIDH
Digital Communication Officer: Anne Vesque
PR & Communication Assistant: Yvon Chagué
Press Manager: Samuel Hanryon

About We Are Social
We are a global agency. We deliver world-class creative ideas with forward-thinking brands. We believe in people, not platforms and the power of social insight to drive business value. We call this social thinking. With an international team in New York, London, Paris, Milan, Rome, Munich, Berlin, Singapore, Shanghai, Beijing and Sydney, our mission is to put social thinking at the centre of marketing. We work with clients including Renault, adidas, Mondelēz, Netflix, Heineken, Google, HSBC and Audi on global, regional and local projects.


About Abdi

Check Also

adam&eveDDB calls in Space Invaders for Highways England campaign



adam&eveDDB has created a new car bumper sticker featuring Space Invaders as part of a public safety campaign for Highways England.

The integrated campaign, which is the first by adam&eveDDB for Highways England, has been developed because of statistics showing one in eight of all casualties are caused by people driving too closely to the vehicle in front, with more than 100 people killed or seriously injured in a year.

It uses the classic arcade game’s graphics, characters and sound effects, first released by TAITO, a Japanese game manufacturer, 40 years ago in 1978. It carries the tagline: ‘Don’t be a Space Invader. Stay safe, stay back’.

The campaign, which also spans outdoor, radio and online film, highlights the dangers and impact of tailgating – driving too close to the car in front – with the aim of reducing accidents and making driving less stressful for motorists.

The bumper sticker features Space Invaders’ iconic pixelated enemy alien character to symbolise a car that is tailgating. The bumper sticker acts as a warning to the car behind to stay back a safe distance.

In the online film a driver is shown being tailgated by the Space Invaders enemy alien.

The integrated campaign breaks on Monday September 17th and will run for 6 weeks.

Alison Holliday, Head of Marketing & Events at Highways England, said: “We know that if we can get drivers to leave more space between them and the car in front we can significantly cut the number of serious and fatal injuries on the road. By bringing this safety issue to life in a memorable way, adam&eveDDB has created a campaign that will, we are optimistic, nudge behaviour in a positive direction.”

Mike Stern, Managing Partner at adam&eveDDB, said: ‘Once we hit on the idea of using Space Invaders we knew it was the perfect fit. It not only works well in bringing the driving safety idea to life, but we know that millions and millions of people love the game and will enjoy being reminded of it when it wherever they see or hear it, instead of tuning out and missing this important message.”

CREDITS

HIGHWAYS ENGLAND – SPACE INVADERS

Client: Alison Holiday, Head of Marketing & Events
Annemarie Hennessy, Senior Marketing Manager
Brand: Highways England
Project name: Don’t be a Space Invader
Chief Creative Officer: Richard Brim
Creative Director: Simon Lloyd
Creatives: Shay Reading, Frank Ginger, Paul Knowles
Agency producer: Charles Woodall
Agency producer: Jaki-Jo Hannan
Planner: Milla McPhee
Business Director: Mike Stern
Account Director: Abi Robinson
Account Manager: Tom Peters and Holly Fletcher
Designer/Typographer: Paul Knowles and Scott Silvey, King Henry
Media agency: Carat
Media planner: Emma Kwarteng
Production company: Smuggler
Producer: Darren Tuohy
Director: Stylewar
D.O.P: Ben Magahy
Editing Company: Stitch
Editor: Tim Hardy
Post Production: Swiss
Colourist: Max Strömberg
Supervisor: Pablo Fernandez
VFX coordinator: Jonas From
Post Producer: Emma Rosas Hott
Music Supervisor: NA
Audio Post Production: 750mph – Mark Hellaby
Soundtrack name and composer: V15 – Mark Hellaby

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