André Pinheiro

The interactive videos challenge viewers to click “do something”, using YouTube’s Info Cards, when the conversation turns disrespectful. The conclusion of each video is dependent on the viewer’s choice of action - or inaction. 
If the viewer chooses to ‘Do Something’, they will be rewarded with being ‘de-targeted’, so that they will never see our ads again. If they choose to do nothing, then they will continue to be retargeted - seeing more of our ads (and the sexist behaviour) again and again, encouraging them to do something. 

/Case Study:

Try it yourself.

Idea Board:

_CREDITS:

Agency: Thinkerbell, Melbourne
CCO: Jim Ingram, Ben Couzens
Digital Lead: André Pinheiro
Copywriters: André Pinheiro, Andrew North
Art Direction: Megan Riley
Design: Daniel D’Angelo
Production: Jess Everden
Production Company: Finch
Director: Christopher Nelius
Sound Studio: Bang Bang Studios