The Cybersmile Foundation - "Witch"

JOAN London

JOAN London London, Großbritannien

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Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: The Cybersmile Foundation
Länder: Großbritannien

Werbende: The Cybersmile Foundation

Titel	Witch
Agentur	JOAN London
Kampagne	Modern Witch Trials
Werbende	The Cybersmile Foundation
Marke	The Cybersmile Foundation
Datum der ersten Ausstrahlung/Veröffentlichung	2024 / 2
Geschäftsbereich	Menschenrechte
Story	JOAN London has created a powerful new advertising campaign for The Cybersmile Foundation to combat the growing threat of cyberbullying and online abuse. The campaign, Modern Witch Trials, which includes a short film directed by Chromista’s Eliza McNitt, aims to raise awareness of online harassment and spark a conversation about finding kinder ways to address problematic behaviour online. Drawing parallels with the Salem Witch Trials, which began 332 years ago this month, the film concludes with the central message that "Mob Justice Isn’t New. It Just Got a Tech Upgrade”, directing people to The Cybersmile Foundation website for information on how to engage more productively online. Born out of the rise of cancel culture, the campaign builds on the idea that cyberbullying and social media retribution are becoming more widespread, both for celebrities and those who are not in the public eye. It stresses how online harassment can affect anyone with a social media presence and that it is critical to not only highlight this increasingly prevalent issue but also start the dialogue about how we can build a more compassionate digital community.
Medientyp	Interaktiv
Länge	40 seconds
Executive Creative Director	Kirsty Hathaway
Texter	Fiona White
Art Director	Thomas Farrall
Produktionsfirma	Chromista, LA
Direktor Fotografie	Minka Farthing-Kohl
VFX Company	The Mill
Creative Director	Matt Pascuzzi
2D-Lead	Yoon Bae
Art Director	Chet Hirsch
Designer	Adrian Navarro
Designer	Laura Nash
Designer	Amy Staropoli
Produzent	Sheila Lobo
Produzent	Zack Stimell
Executive Producer	Ted Robbins
Executive Producer	Adina Birnbaum
Sounddesigner	Rob Ballingall