How it works?
The user is presented with an interactive Youtube video, which shows an ex-offender’s job interview through employer’s eyes. After few seconds standard Youtube “Skip this ad” button appears, which in fact is an annotated button to link the user to another video once clicked. The sequence of 3 different interactive videos with the same functionality show the same person’s interview and how much sadder and desperate he becomes every time the user clicks the “skip this ad” button relating to the rejection of ex-criminals.
With the subject of ex-offenders being such a contentious issue, we wanted to create a thought-provoking idea. Something that would make people re-assess how they feel towards ex-offenders. Using and subverting the ‘Skip Ad’ button gave us the perfect opportunity to do this.
You can also experience the video in action here.
This is a difficult issue to tackle and Leo Burnett surely came up with a very strong and creative solution. Unique solution worked through people’s emotions and technological approach also saved some media budget for the campaign. Overall, very strong creative idea and unique execution.
The campaign has also been nominated for D&AD awards in 2014.