As generations, young and old, become accustomed to living life online, internet slang and acronyms have become part of our universal language. Acronyms like LOL (Laugh Out Loud) and YOLO (You Only Live Once) are among the most widely used and understood around the world. Taking five popular acronyms, we created five videos that rephrased each acronym to make them memorable but also relevant to a key UN message about the current pandemic. By rephrasing something well-known, we highlighted the need for people to think differently - that our old way of living is no longer correct and we need to shift our thinking and our behaviours. The key message of the videos was that the sooner we do our part and stop the spread of the virus, the sooner life can return to normal.
The choice of a simple design, with contrasting colours, placed all the emphasis on the impact of the message. This, together with restricting the videos to less than 10 seconds each, enabled us to grab and keep the viewer’s attention and make the campaign clear, informative and sharable.
Our campaign was selected as an ‘Editor’s Pick’ and ‘Most Popular Ads - Top 10 most watched’ on the world's largest advertising archive and community, Ads of the World (part of the Clio network) and was written about by Spanish publishing giant, Reason Why.
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