ADC Awards
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Learn more about ADC105
Category
Design for Good / Advertising - Single
Annual ID
ADC_DFG21_005G
About the Work
Two years after the acclaimed project “The Uncensored Playlist”, Reporters Without Borders (RSF) wanted to find a way to interest people for the importance of press freedom. Especially the millions of young people who grow up in oppressive countries with strict online censorship.
But how to overcome strong firewalls and at the same time excite young people to engage in the difficult topic of press freedom? By bringing it to their world: Minecraft.
Because even in countries where almost all media is blocked – Minecraft, one of the world’s biggest computer games, with more than 126 million active players per month, is easily accessible. And Minecraft has books that can be freely written and read inside the game.
RSF used this loophole to build a huge digital library in Minecraft: The Uncensored Library.
And for the first time ever, a game became a tool to overcome censorship.
The library went viral within days after the launch. Gaming influencers picked it up and the community responded excited and uploaded over 400 gameplay videos. It reached 20 million gamers from 165 countries, including countries with censorship like Russia, Vietnam, Egypt, Mexico and Saudi Arabia adding up to a total playtime of 15 years – and counting. More than 790 news articles (total media reach 2.7B) made the campaign a huge international PR success and donations for RSF increased by 62% – allowing them to extend their global fight for press freedom. Schools and universities are using the library as a teaching tool and it became a permanent part of the exhibition in the Design Museum in London.
But how to overcome strong firewalls and at the same time excite young people to engage in the difficult topic of press freedom? By bringing it to their world: Minecraft.
Because even in countries where almost all media is blocked – Minecraft, one of the world’s biggest computer games, with more than 126 million active players per month, is easily accessible. And Minecraft has books that can be freely written and read inside the game.
RSF used this loophole to build a huge digital library in Minecraft: The Uncensored Library.
And for the first time ever, a game became a tool to overcome censorship.
The library went viral within days after the launch. Gaming influencers picked it up and the community responded excited and uploaded over 400 gameplay videos. It reached 20 million gamers from 165 countries, including countries with censorship like Russia, Vietnam, Egypt, Mexico and Saudi Arabia adding up to a total playtime of 15 years – and counting. More than 790 news articles (total media reach 2.7B) made the campaign a huge international PR success and donations for RSF increased by 62% – allowing them to extend their global fight for press freedom. Schools and universities are using the library as a teaching tool and it became a permanent part of the exhibition in the Design Museum in London.
2021 Awards
Total Points: 45
Gold Cube
Credits
Agency
DDB Germany
Client / Brand
Reporters Without Borders
Production Company
MediaMonks
Blockworks
Music / Sound Production Company
DaHouse Audio / Berlin
Art Director
Sirena Martinelli
Chief Creative Officer
Dennis May
Composer
Markus Thomas
Creative Director
Marco Lemcke
Patrik Lenhart
Editor
Sascha Gerlach
Executive Creative Director
Kristine Holzhausen
Motion Designer
Sebastian Irmer
Senior Art Director
Sandro Heierli
Senior Copywriter
Tobias Natterer
UX Design Lead
Jeroen Hol
3D Animation
Felix Boeck
3D Lead
Johan Holwerda
Account Manager
Carolin Bremer
Verena Schöbb
Daniel Veit
Audio Producer
Wonder Bettin
Awards Manager
Edward Jasion
Coordinator
Cassiano Derenji
Creative
Jurriaan Gossink
Filmmaker
Iris Fuzaro
Former Intern Art
Rik Nieuwdorp
Founder
James Delaney
Front-End Lead
René Drieënhuizen
Managing Director
David Mously
Jan Harbeck
Christian Mihr
Managing Partner
Jessica Hartley
Media & Public Relations Officer
Kristin Bässe
Music Producer
Lucas Mayer
Senior Interactive Producer
Robert-Jan Blonk
Senior Project Manager
Javier Sancho Rodriguez
Supporting Creative
Dominika Zajac
Helge Hoffman
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