Bianca Guimarães
Associate Creative Director at BBDO
Greater New York City Area, United States
Campaign Epidemic
Advertiser Monica Lewinsky / Anti-Bullying
Brand Monica Lewinsky / Anti-Bullying
Date of First Broadcast/Publication
Business Sector Charities, Foundations, Volunteers
Story There’s a cyberbullying epidemic sweeping the country. To show its consequences, anti-bullying advocate Monica released an interactive PSA that integrates real text messages with the film. Designed to be watched on a phone, it seems to tell the story of a girl growing sicker from a health epidemic. The viewer is then prompted to enter their phone number to find out what really happened. The exact same film then plays again, but this time the viewer receives real text messages at the same time as the girl in the video. It becomes clear she is a victim of cyberbullying. Within a week, over 200,000 texts were sent in 157 countries. It was featured on the Today Show, CNN, Teen Vogue, Daily Mail, People, Glamour and Fast Company. Reach on Twitter was 9.1 million, and it was tweeted by celebrities like Sarah Silverman, Judd Apatow and Jim Carey.
Media Type Web Film
Chief Creative Officer
Worldwide Chief Creative Officer
VP Creative Director
Creative Director
VP Creative Director
VP Creative Director
Associate Creative Director
Director of Integrated Production
Executive Producer
Executive Producer, Digital
Digital Resource Manager
Brand Strategy
Marketing Project Lead
Production Company
Executive Producer
Executive Producer
Line Producer
Editing Company
Assistant Editor
Assistant Editor
Editorial Executive Producer
Editorial Producer
Executive Producer, Color
Color Producer
Flame Artist
Flame Artist
After Effects Artist
Music Composer
Executive Music Producer
Audio Engineer

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