Check That You’re Human

Entrant name: Leo Burnett Ukraine

Advertiser: Eleos Ukraine Fund

Award — Contest — Category:

• Silver for series  C01 PEACE      C01-06 DIGITAL & MOBILE ADVERTISING
• Silver for series  C01 PEACE      C01-07 SOCIAL MEDIA & INFLUENCE

Creative Idea Explanation:

Since russia began its inhumane annexationist war in Ukraine, they use all possible propaganda tools to bleach their barbaric deeds. One of the main narratives Aggressor spreads is that they attack Ukrainian military objects exclusively. However, countless facts, bloody photos, shocking videos and leveled civilian districts state the opposite. They decided to mobilize those capable of rational thinking to spread the truth about russia’s war crimes in Ukraine. They created series of Captcha-stylized visuals, depicting widely-known test. It helps people compare terrifying on-site visuals of events with how russia describes them in their news statements.

Results:

Campaign got viral due to shares in social networks. It counteracted russian propaganda and resulted in clearer public perspective.