IRC/ Getty Images - "Change the Course of History"

BBDO New York

BBDO New York New York, United States

4986

This ad is part of the ACT Responsible Collection

Brand: IRC/ Getty Images
Country: United States

Advertiser: The International Rescue Committee

Title	Change the Course of History
Agency	BBDO New York
Campaign	Change the Course of History
Advertiser	The International Rescue Committee
Brand	IRC/ Getty Images
Posted	February 2019
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	Problem:History is so riddled with horrifying events; people assume things today are not so bad. While in reality the refugee-crisis is the largest it’s ever been. This misconception makes people reluctant to act, allowing history continue its disastrous course.Idea:‘Change the Course Of History’, an online experience that secretly rewrote people’s browser history to inspire them to act and change the course history is on.We created a film showing a string of tragic historical events. With each new event we secretly refreshed people’s browser window and gave each page a unique title. When we prompted viewers to open their browser history, they were confronted with a powerful message that offered them a chance to act, and change the course of history.Results:Without any paid media the campaign received over 12M impressions contributing to a 35% traffic increase. Making it the most successful World-Refugee-Day campaign to date.
Media Type	Web Film
Executive Creative Director	Tom Markham
Creative Director	Bart Mol
Creative Director	Pol Hoenderboom
Art Director	Christopher Jindo Kim
Copywriter	Bree Feibischoff
Designer	Michele Angelo
Executive Producer	James Young
Art Producer	Lizzy Lehn
Agency Account Team	Evan Duck
Agency Account Team	Logan Hoffman
Agency Account Team	Shahnaz Shroff
Agency Account Team	Berta Terés
Production Company	BBDO Studios
Developer	Nick Russo
Sound Designer	Henry Cho
Editor	Henry Cho