| Title | ISIL |
| Agency | BlackSheep |
| Campaign | Stand United Against Terror |
| Advertiser | BlackSheep.Works |
| Brand | BlackSheep.Works |
| Date of First Broadcast/Publication | 2016 / 7 |
| Business Sector | Advertising Agencies |
| Tagline | Terrorism doesn't differentiate between Sunnis and Shias. Neither should we. Let's stand united against terror before it breaks us apart and takes over us. |
| Story | When terrorism is ripping the world apart, it becomes our moral and social responsibility as conscientious citizens to stand united instead of getting divided by expressing selective outrage against this scourge.Whether it’s the first world Paris or the third world Bangladesh, vibrant Bali or laid-back Damascus, cosmopolitan Istanbul or rustic Homs, Sunni Tunis or Shiite Lebanon, terrorism has left none unscathed. It doesn’t show any bias. We should return the favor.At BlackSheep.Works, Kashmir's exclusive strategic and creative communications agency, we conceptualized our first house campaign to draw the attention towards the world’s selective outrage against terrorism, where one terror attack occupies larger media real estate over another, and urged the world citizens to stand united against terror. |
| Philosophy | We put the names of the terror-victim cities in such a combination that highlighted the name/ initials of the terror outfits that had attacked them thus bringing out the fact how both of the distinct cities were ravaged equally irrespective of their religious leanings, geographical locations, racial identities or any other such distinctions. |
| Problem | It’s a widely held view that terror outfits like ISIS, Al Qaeda, Daesh, and ISIL are up and against non Muslims, and the media has played a vital role in turning this view into a belief by under reporting the terror attacks on Muslims or Muslim dominated geographical locations. This has divided the world into cliques and led to selective outrage against the acts of terrorism. |
| Result | Stand United Against Terror campaign jolted the readers out of their reveries and delivered the message loud and clear, that if terror isn’t biased, our outrage against it must not be either. The campaign released across social media platforms including Facebook, Twitter, and Instagram was widely carried by the press: http://bit.ly/2fcRqtw The campaign was also published in one of the world’s reputed creative advertising magazines, Lürzer’s International Archive, in its volume 5 -2016, apart from being featured in various reputed advertising blogs. |
| Media Type | |
| More Information | www.blacksheep.works |
| Creative Director | Asif Amin Tibet Baqual |
| Art Director | Suhail H Naqshbandi |
| Social Media Expert | Yasir Amin Tibet Baqual |