Reporters Without Borders - "The Uncensored Library (B)"

DDB Berlin

DDB Berlin Berlin, Germany

Awards

5684

Brand: Reporters Without Borders
Country: Netherlands

Advertiser: Reporters Without Borders

Title	The Uncensored Library (B)
Agency	DDB Berlin
Campaign	The Uncensored Library
Advertiser	Reporters Without Borders
Brand	Reporters Without Borders
Posted	November 2021
Business Sector	Human Rights
Story	Two years after the acclaimed project “The Uncensored Playlist”, Reporters Without Borders (RSF) wanted to find a way to interest people for the importance of press freedom. Especially the millions of young people who grow up in oppressive countries with strict online censorship.But how to overcome strong firewalls and at the same time excite young people to engage in the difficult topic of press freedom? By bringing it to their world: Minecraft.Because even in countries where almost all media is blocked – Minecraft, one of the world’s biggest computer games, with more than 126 million active players per month, is easily accessible. And Minecraft has books that can be freely written and read inside the game.RSF used this loophole to build a huge digital library in Minecraft: The Uncensored Library.And for the first time ever, a game became a tool to overcome censorship.
Media Type	Digital
Production Company	Media.Monks
Advertising Manager	Christian Mihr
Advertising Manager	Kristin Bässe
Chief Creative Officer	Dennis May
Managing Director	Jan Harbeck
Managing Director	David Mously
Creative Director	Patrik Lenhart
Art Director	Marco Lemcke
Copywriter	Tobias Natterer
Art Director	Sandro Heierli
Art Director	Sirena Grace Martinelli
Founder	James Delaney (Blockworks)
Producer	Robert-Jan Blonk
Project Manager	Javier Sancho Rodriguez
Creative Producer	Jamie Moodley
UX Designer	Jeroen Hol
Front End Developer	René Drieënhuizen
3D Lead	Johan Holwerd
Public Relations	The Humblebrag