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THE UNCENSORED LIBRARY
Agency DDB Group Germany / Berlin + DaHouse Audio / Berlin + Blockworks / London + MediaMonks / Hilversum
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Category
Games
Annual ID
OS_BE21_008G
About the Work
BRIEF:
After “The Uncensored Playlist”, Reporters Without Borders (RSF) wanted a new campaign that fights censorship but also reaches young people in oppressive countries with online censorship.
IDEA:
Even in countries where almost all media is blocked – Minecraft, one of the world’s biggest computer games, is accessible. And Minecraft has books that can be freely written.
RSF used this loophole to build a huge library in Minecraft to overcome censorship:
The Uncensored Library
EXECUTION:
Censored articles from acclaimed journalists became uncensored books in Minecraft, available inside the library. It took 12.5 million Lego-like blocks to build this impressive gameplay experience that excited even experienced gamers.
On World Day Against Cyber Censorship (March 12th 2020), the library opened its doors in Minecraft. Along with a website giving background information about the project. Here visitors can download the library map “censorship protected” by blockchain technology and then host it again. Allowing it to multiply fast and making it impossible to censor. (+300k downloads already)
RESULTS:
The library reached +20 million gamers from 165 countries, many of them suffering under censorship. Adding up to a total play time of 15 years.
Big influencers like CaptainSparklez talked about it and the community created more than 400 YouTube videos.
But the library went beyond the game: resulting in 790 news articles with a total media reach of 2.7 billion, all with a media budget of €0. Donations for RSF increased significantly by 62%, helping them to extend their global fight for press freedom. The library even became a teaching tool in many schools and universities and the Design Museum in London made it a permanent part of its exhibition.
The Uncensored Library will stay open and more articles are being added – to give young people back their human right to access independent information.
After “The Uncensored Playlist”, Reporters Without Borders (RSF) wanted a new campaign that fights censorship but also reaches young people in oppressive countries with online censorship.
IDEA:
Even in countries where almost all media is blocked – Minecraft, one of the world’s biggest computer games, is accessible. And Minecraft has books that can be freely written.
RSF used this loophole to build a huge library in Minecraft to overcome censorship:
The Uncensored Library
EXECUTION:
Censored articles from acclaimed journalists became uncensored books in Minecraft, available inside the library. It took 12.5 million Lego-like blocks to build this impressive gameplay experience that excited even experienced gamers.
On World Day Against Cyber Censorship (March 12th 2020), the library opened its doors in Minecraft. Along with a website giving background information about the project. Here visitors can download the library map “censorship protected” by blockchain technology and then host it again. Allowing it to multiply fast and making it impossible to censor. (+300k downloads already)
RESULTS:
The library reached +20 million gamers from 165 countries, many of them suffering under censorship. Adding up to a total play time of 15 years.
Big influencers like CaptainSparklez talked about it and the community created more than 400 YouTube videos.
But the library went beyond the game: resulting in 790 news articles with a total media reach of 2.7 billion, all with a media budget of €0. Donations for RSF increased significantly by 62%, helping them to extend their global fight for press freedom. The library even became a teaching tool in many schools and universities and the Design Museum in London made it a permanent part of its exhibition.
The Uncensored Library will stay open and more articles are being added – to give young people back their human right to access independent information.
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
DDB Group Germany / Berlin
PR / Marketing Agency
The Humble Brag / Amsterdam
Production Company
Blockworks / London
MediaMonks / Hilversum
Music / Sound Production Company
DaHouse Audio / Berlin
Art Director
Marco Lemke
Sandro Heierli
Sirena Martinelli
Chief Creative Officer
Dennis May
Composer
Markus Thomas
Editor
Sascha Gerlach
Executive Creative Director
Patrik Lenhart
Kristine Holzhausen
Group Creative Director
Jan Harbeck
Motion Designer
Sebastian Irmer
Producer
Wonder Bettin
User Experience Designer
Jeroen Hol
Writer
Tobias Natterer
3D Animation
Felix Boeck
3D Lead
Johan Holwerda
Account Manager
Carolin Bremer
Daniel Veit
Verena Schöbb
Art Intern
Rik Nieuwdorp
Award Manager
Edward Jasion
Communications Director
Henriëtte Gathier
Coordinator
Cassiano Derenji
Filmmaker
Iris Fuzaro
Front-End Lead
René Drieënhuizen
Head of Communications
Marta Tomczak
Managing Director
James Delaney
Christian Mihr
Managing Partner
Jessica Hartley
Music Producer
Lucas Mayer
Public Relations Officer
Kristin Bässe
Senior Creative
Jamie Moodley
Senior Interactive Producer
Robert-Jan Blonk
Senior Project Manager
Javier Sancho Rodriguez
Supporting Creative
Dominika Zajac
Helge Hoffmann
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