Piece #1

  • Don't Look Away
  • Piece #2

  • Case Study Website


Piece #1 - Don't Look Away


Company:
AKQA
Award:
AME Gold Medallion
Brand:
Tidal
Title:
Don't Look Away
Country:
UNITED KINGDOM
Competition:
use of medium
Category:
website

Talent Credits

  1. Diego Machado - Executive Creative Director
  2. Hugo Veiga - Executive Creative Director
  3. Renato Zandoná - Associate Creative Director
  4. Augusto Antunes - Art Director
  5. Raphael Valenti - Copywriter
  6. Ricardo Honnegger - Account Lead
  7. Daniele Wieczorek - Project Manager
  8. Leticia Hernandez - Producer
  9. Ana Julia Agostinho - Digital Strategy Lead
  10. Agnieszka Porada - Digital Media Lead
  11. Rafaella Pioto - Motion Designer
  12. Andy Hood - Head of Emerging Technologies
  13. Emile Swain - Creative Developer
  14. Paddy Keane - Creative Developer
  15. Kathryn Webb - Creative Developer
  16. Andrew Smith - Director of Web Development
  17. Mihnea Belcin - Site Development
  18. Joanne Alden - Senior User Experience Architect
  19. Ruth Baughan - Associate User Experience Architect
  20. Daniel Mitchell - Senior DevOps Engineer
  21. Diego Machado - Executive Creative Director
  22. Hugo Veiga - Executive Creative Director
  23. Renato Zandoná - Associate Creative Director
  24. Augusto Antunes - Art Director
  25. Raphael Valenti - Copywriter
  26. Ricardo Honnegger - Account Lead
  27. Daniele Wieczorek - Project Manager
  28. Leticia Hernandez - Producer
  29. Ana Julia Agostinho - Digital Strategy Lead
  30. Agnieszka Porada - Digital Media Lead
  31. Rafaella Pioto - Motion Designer
  32. Andy Hood - Head of Emerging Technologies

Campaign Summary

To make everyone look into an issue that no one wants to look at, we created the first music video that demands your attention. Visitors to Chains.tidal.com are compelled to look into victims of brutality and their stories. Facial recognition software, activated through a webcam, stops the music if the viewer looks away. In only four days, the video got 500k views and was featured on CBS, NBC, Fast Company, The Guardian, Forbes and other news outlets from more than 100 countries, contributing to more than 500 million earned impressions.



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