• Homepage
  • News
  • Submit your campaign
  • Categories
    • Digital campaigns
    • Digital out-of-home
    • Expert advice
    • Interactive banners
    • Mobile/Tablet ads
    • Social media ads
    • Banners
    • Unexpected advertising
    • Takeover
Bannergurus | Digital Ads, Banners, Digital OOHs and more.
  • February 17th, 2019
Bannergurus | Digital Ads, Banners, Digital OOHs and more.
  • Homepage
  • News
  • Submit your campaign
  • Categories
    • Digital campaigns
    • Digital out-of-home
    • Expert advice
    • Interactive banners
    • Mobile/Tablet ads
    • Social media ads
    • Banners
    • Unexpected advertising
    • Takeover
by Bannergurus
on February 19th, 2014

Client Business in the community

Agency Leo Burnett London

Second Chance

Pre-roll 1444
This is not a usual situation for everyone, but for those ex-offenders, who are seriously considering to start a new life after being released from prison, their criminal record is a huge issue. Leo Burnett tried to change that perception of the employees through the usage of The Guardian pre-roll adverts and interactive films.
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.

Hugh Todd, Creative on the project

You can also experience the video in action here.

Our thoughts

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.

9.9

Points to note

  • Emotional approach increases the seriousness of this issue.
  • Creative solution attracts attention.

Facebook Twitter Google+ LinkedIn

Bannergurus

We are a team of digital advertising professionals working together to provide the world with the best digital ad case studies as well as any other related information to inspire and help make digital advertising market a more exciting place.

Tweets by @bannergurus
Timeline
Aug 13th 10:18 PM
Digital out-of-home

Just Dance Now Crowd Dancing Event

Aug 13th 10:18 PM
Banners

The Economist – Content Targeting Ads

Nov 19th 5:15 PM
Digital campaigns

Marvel’s Daredevil Digital Campaign

Nov 16th 2:12 PM
Digital out-of-home

Ingenico Connected Screen

Sep 21st 11:52 AM
Digital campaigns

Microsoft Posture Scanner

Jun 30th 9:32 AM
News

Google display ads go 100% HTML5

© Bannergurus 2016. All rights reserved.
  • WELCOME BACK

    Already a member? Sign in with your username.

    Remember Me

    I FORGOT MY PASSWORD

    FORGOT PASSWORD

    Enter your username or email to reset your password.

    SIGN IN