Perspectives

The campaign invites you to see a story from two points of view by simply rotating the cell phone. The innovation is in the story, where the gyroscope is linked to the video player, allowing the video content to change automatically each time the cell phone screen is rotated. This way, a double narration can tell a story in the same camera record.

Movistar shared with us their need to address the responsible consumption of technologies. That's how the idea of talking about the problem from two places came up: one is strategic, and the other is technological. From a strategic perspective, showing all those signs of cyberbullying that we do not see because we are looking at things from only one side and changing the point of view helps us detect them. From a technological point of view, we wanted to reach the youngest by offering them something that would attract them to the mobile experience.

Dany Minaker & Patán Tarazaga

Deputy Chief Creative Officers - VML LATAM

In Argentina, six out of ten kids have been cyberbullied. Unlike traditional bullying, however, cyberbullying can follow its victims everywhere because it’s online. However, 75% of children who suffer from cyberbullying never talk about it, limiting the ability of adults and peers to detect the signs. Movistar, one of Latin America's largest mobile phone companies, recognized the natural relationship that telecom brands have with the problem, as cell phones are the most used media for this type of harassment. They aimed to create a campaign to raise awareness of the issue by aligning it with their brand platform, "Choose to take care."

The key message is that if users decide to ignore the other side of the story, they will only partially understand cyberbullying. A clear metaphor for what’s happening is that we often choose not to see it from the correct perspective. We need to represent the seriousness of this issue and provide children and adults with tools to identify the problem so they can help before it’s too late.

The campaign was launched the week before the International Day of Action Against Bullying and Violence, featuring an interactive film developed for mobile with two parallel and interconnected stories. Users could change the story perspective by turning their cell phone 180°. Before starting the experience, the user was detected as either a peer or caregiver, so the ending would bring up a relevant message and call to action. We also included an extended version for desktop and local theatres, synchronizing the film to generate the duel experience.

Several schools in Argentina are using Perspectives to fight against cyberbullying, and Movistar says Perspectives will be a global initiative.

The campaign has generated over 100 cyberbullying reports, which will be addressed through training, and thousands of comments thanking us for the initiative and congratulating the brand for launching this important content.