Bystanders
Our Watch
Issue 49 | December 2018
Agency
Thinkerbell
Creative Team
Thinkerbell Team
Production Team
Prod Company FINCH Director Chris Nelius Exec Producer Corey Esse Producer Jackie Adler & AnnaTara Clark-Sneddon DP Matt Toll Editor Jon Holmes
Date
October 2018
Background
Sexist jokes, objectifying women, off-colour comments; most people hate these common signs of disrespect towards women but often they just go along with it, they say nothing, embarrassed or fearful of voicing disapproval.
‘Doing Nothing Does Harm’ was created as the direct result of research that indicated that four out of five Australians (79%) want guidance on how to take positive action when they witness disrespect.
Only 14% of Australians are currently likely to act.
Idea
The campaign centerpiece is a series of short, interactive videos that recreate everyday situations and which challenge the viewer to click ‘Do Something’ when the conversation turns disrespectful. The conclusion of each video is dependent on the viewer’s choice of action – or inaction.
If the viewer chooses to ‘Do Something’ they will be rewarded with being ‘detargeted’ so that they will not see the ad again because they don’t need to. However, if they choose to Do Nothing, then they will continue to be retargeted, seeing the ad (and the sexist behaviour) again and again, encouraging them to do something.
The interactive campaign only works on YouTube, so do check out the films:
Spot 1: http://youtu.be/pYRaVcG3tS8
Spot 2: http://youtu.be/6Hwj38L9bxY
Spot 3: http://youtu.be/XMwXECRUjQw
Spot 4: http://youtu.be/NizVXePxWeI
Spot 5: http://youtu.be/h_WCoSqvUOw
Results
Too early to know
Our Thoughts
As and when I’m given the opportunity, I bang the drum for Programmatic advertising as a fantastic creative opportunity. Alas, most ad agencies don’t seem to know or care about it even though Programmatic is the lure that is bringing the Accentures and Deloittes of this world into the advertising arena.
So, thank you Thinkerbell for giving me another case study to show anyone who’ll listen how to use retargeting creatively and, of course, effectively.
It’s because most online ads are unintelligent that people say they hate advertising. When they are involving and relevant they cease to be ads, per se, and they become content.
To paraphrase the great Howard Gossage, people will watch what interests them and occasionally that may even be advertising.