2015 Winners & Shortlists

The Brief

Al Jazeera is a news network that prides itself on covering news that really matters. So we created a global campaign called Hear The Human Story. To activate the campaign on ground, we set up an interactive photographic exhibition in Kings Cross, one of London’s largest train stations, to share incredible stories from Rwanda, India, Spain and the Philippines.

Describe how the promotion developed from concept to implementation

The specially customised photographic displays activated sound showers when the microphone was held up to the image, allowing people to be the reporter and hear the human stories directly from the storyteller. The campaign gave a voice to those that other networks often choose to ignore and injected some humanity back into the news.

Describe the success of the promotion with both client and consumer including some quantifiable results

The photographic exhibition received 120 000 visitors who interacted with the stunning imagery and personal stories over the two week period. During that time we also handed out 10 000 limited edition postcards. More importantly, we gave a voice to those that other networks often choose to ignore, spread Al Jazeera’s brand philosophy and injected some much needed humanity back into the news.

Explain why the method of promotion was most relevant to the product or service

The core idea of the campaign Hear The Human Story was about hearing real stories from people around the world that other news networks often choose to ignore. So what better way than to create an interactive experience, allowing people to be the reporter and hear the story directly from the storyteller themselves? That simple idea allowed us to create the stunning interactive exhibition.