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Category
Non-Profit - Branded Social Post / Branded Social Post
Annual ID
SM16041M
About the Work
Social networks are gradually becoming the racists and anti-Semites’ playground. It’s easy to like a racist Facebook post. But when you don’t? What can you do? Do not like? How can the LICRA (International League against Racism and Anti-Semitism) create a strong action to fight against racism on the Internet? In October 2015, we invented the dislike button. But how? We posted a 30’ video on the LICRA Facebook page, which features people of all ages from all walks of life expressing day-to-day racism. To watch the video, the user has to upturn his phone. The Facebook interface is then naturally reversed. A message appears at the end of the film: "If you don’t like this video, don’t like this video." The user is thus prompted to click on the "like" button, which, upside-down, is becoming a dislike.
2016 Awards
Total Points: 5
Merit
Credits
Agency
DDB / Paris
PR / Marketing Agency
Facebook France / Paris
Production Company
Les fils de / Paris
Art Director
Mélanie Pennec
Jean Weessa
Director
Virgile Texier
Executive Creative Director
Alexander Kalchev
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