2017 Winners & Shortlists

The Campaign

Adapting an already existing digital tool – captcha, an Un-skip-able tool where you need to type in what’s in front of you so you can proceed. Replacing gibberish with value, we created Captchas with basic first aid tips.

Creative Execution

Other than the takeover banner, The Life saving Captcha launched on one of the highest traffic websites in Jordan. Backed up with a microsite that provides all website owners, corporations and organizations with the tools to replace their regular Captcha with the lifesaving one. On the microsite, lifesaving tips were available as well as an online game where people would turn a robot into human, one Captcha at a time, when done … they are certified potential lifesavers.

Results

Wide nation reach that showed major results over one day only, the impact it has is a timeless one and will not end with the end of the campaign nor do we plan on having it stop here. 500k Impression 200,000$ earned media In one day and counting…

Directly reaching consumers where the idea is individually perceived and has an impact on an individual level. The process of taking a simple tool that has little significance beyond security measures and turning it into a tool that brings about profound impact. This new approach throws consumers off track thus capturing their attention.

A full day takeover on high traffic websites where visitors who are mass, Jordanian citizens are required to key in the first aid tip they see on the screen. Later on, the captcha can be used by organizations and corporations and website owners by implementing it as an additional security measure for the long term, therefore, more lives are possibly saved.