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How DDB Spain Orchestrated the First Hologram Protest in History

DDB EMEA, 2 years, 5 months ago

We Are Not Crime uses holographic technology to denounce the 'Citizens’ Security Law'

How DDB Spain Orchestrated the First Hologram Protest in History

On April 10th, for the first time in history, Madrid experienced a Hologram Protest (without any physical people there). Thousands of people around the world (Spain, France, Mexico, US, UK, Germany, Belgium, Brazil, Argentina…) turned into holograms, protested in Las Cortes Square (Madrid) with the objective of repealing the Citizens’ Security Law, better known as the “Gag Law”, recently approved by Congress, which will come into effect on July 1, 2015.

This new law restricts citizens’ liberties and criminalizes their right to protest on the streets. It was even criticized by the UN, as they consider that it’s an infringement on human rights. The holograms of 17,857 people marched and raised their voices in protest in front of Congress. The demonstration concluded with the reading of a manifesto, where the spokespeople for We Are Not rime explained why they want to repeal this law.

QMS Communication was in charge of the campaign's PR and communication strategies. Holograms for Freedom sparked the interest of the entire world, with the help of the media and social networks, getting over a thousand appearances on printed press, radio, TV, and online media. The Spanish mainstream media echoed the news (TVE, Telecinco, Cuatro, La Sexta, Cope, Cadena Ser, Onda Cero, El Mundo, El País…) as well as international media from Asia, Europe, and America (BBC, CNN, Le Monde, Boston Globe, The Huffington Post, Chicago Tribune, The New Yorker, Daily Mail, Diario La Nación, Euronews, Reuters, Le Figaro, MSN, Yahoo…).

Garlic TV carried out the protest’s production, with 2014 Oscar-nominated director Esteban Crespo.


Advertiser: No Somos Delito (We Are Not Crime)

Creative Agency

Account Manager: Mariona Cruz / Gabriela Castro

Chief Creative Officer: Jose María Roca de Viñals

Copywriter: Daniel Rodríguez

Creative Agency: DDB Spain

Creative Team: Yolanda San Román, Claudia Estrella

Creative Team (cont.): Rocío Lumbreras, Xiana Santos

Executive Creative Director: Guillermo Santaisabel / Javier Urbaneja

Head of Art: Cristina Rodríguez

Head of TV / Production: Enrique Feijóo

Producer: Elena Carrasco

Production Company

Production Company:

Category: Corporate and social , Social

Genre: Stunts