| Titel | Sweeper |
| Agentur | Critical Mass |
| Kampagne | UNMAS Sweeper |
| Werbende | The United Nations |
| Marke | UNMAS |
| Posted | August 2014 |
| Geschäftsbereich | Regierungsinformation & Services |
| Slogan | Landmines don’t discriminate. |
| Story | Landmines don’t discriminate. Most of us will never understand the terror and human cost that comes from living with landmines. To raise awareness we created a virtual minefield to make it possible for New Yorkers to experience the fear millions live with every day. |
| Philosophie | Landmines don’t discriminate. Most of us will never understand the terror and human cost that comes from living with landmines. To raise awareness and funds for the fight against land mines, we used iBeacons to create a digital minefield, making it possible for New Yorkers to experience the fear millions live with every day. |
| Problem | The United Nations Mine Action Service works tirelessly to provide relief to mine affected areas through the combination of awareness efforts and mine detection and removal. They earnestly believe that with the right amount of funding and effort, this world could be mine free in our lifetime. So, funding is what stands between the present and a mine-free future. But unfortunately for us, people aren't inclined to support a distant cause they have no personal investment in. For most of us, landmines are simply a conceptual fear, and there is virtually no chance of ever coming into contact with landmines or other kinds of unexploded ordnance. They remain out of sight and out of mind. Thus the challenge was clear: How do we raise awareness and understanding of the tragically persistent issue of landmines? |
| Ergebnis | Sweeper is an immersive and fully integrated experience, introduced through a social campaign (#NoMoreMines) and culminating in an interactive event at the New Museum in New York City. The event featured the Sweeper application and images from renowned photographer Marco Grob. The application made it possible for New Yorkers to live the fear of walking through a minefield. As visitors moved through the exhibit the application detonated when triggered by an iBeacon, which is remarkably similar to the way landmines detonate. Once tripped, the application delivered a visceral audio experience and an urgent call for donations. Results Driving awareness for the cause through: Over 150M digital impressions Approximately $2,250,000 in earned media 250% increase in traffic to the UNMAS website |
| Medientyp | Interaktiv |
| Länge | |
| Mehr Informationen | http://www.getsweeper.com/ |
| Chief Creative Officer | Conor Brady |
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