2015 Winners & Shortlists

Creative Execution

The website simplistic design puts the focus on what really matters: revealing the hidden stories. Through a 3 steps interactive mechanism, user selects a letter or number that will open on the original picture, then is prompted to swipe or scroll to reveal the transformation process of the picture into the final letter and its related story. One letter at a time. Each letter made hero by being a stand-alone in the middle of the screen. Users can only download the font and share each story on social media.

The campaign was launched February 18. The press conference was held and the UNESCO Palace, covered by all local TV and press media and well a quite a few regional media. It was announced on the 8 o’clock news bulletin of all local and regional TV stations and the cause was unanimously acclaimed for its creative and disruptive approach. As of the launch, thousands of supporters have visited the website and downloaded the font. Propagation of the font and the stories has just been sparked. Engagement is rising exponentially by the day given the nature of the campaign and the font itself being intrinsically relevant to all the supporters of the Gaza cause growing to become a movement.

We were asked to shed light on the recent tragic events in Gaza that were partially covered and kept in the dark. A journalistic approach was requested that would however reach readers differently and outside the Assafir newspaper.