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)
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: Garlic.tv
Category: Corporate and social , Social