Street
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Digital
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Street 〰️ Digital 〰️
Change.org is a tool for change, and to help causes that need many signatures and collective action, we decided to launch a low-budget visibility campaign. So, we created a gallery of GIFs representing the frequency of different injustices. This way, we approached a digital format that is used for many things but never to highlight these types of problems, creating the #ChangeTheTimes movement.
Change The Times - Change.org
With the intention of avoiding paying for media and ensuring that the GIFs could also exist beyond the social media, we projected them onto different streets of Madrid through a guerrilla action.
During the first few days of the campaign, every facade, court, wall, square, or surface hosted the #ChangeTheTimes movement, generating interest among the population.
And we reached out to various foundations, social platforms, and NGOs so that they could associate their cause with our GIFs on a landing page. This way, we would garner a large number of signatures on the Change.org website.
Change.org
2019
Agency:TBWA
AD: Pepelu Sánchez
CW: Charlie Lastra
CD: Luis Munné, Raúl Barbolla, Guillermo Ginés
CCO: Juan Sánchez