Strategy AOY: Make Humanity Great Again by john st.
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Can bad advertising save the world? John St. performed a social experiment to see if they could get people from opposite ends of the spectrum to find common ground in its new parody spot, #MakeHumanityGreatAgain.
In a world that is becoming more and more divided each day, the Toronto ad agency thinks that humanity’s shared hatred of terrible advertising might be just the thing brings the world together.
The video 'Make Humanity Great Again' is a note-perfect parody of Heineken’s 'Worlds Apart' social experiment, except in this case, it’s not beer that gets people talking to each other, but awful tampon and erectile dysfunction ads.
Previous videos in the series have included 'Catvertising' which utilizes the popularity of cat videos for ROI, 'Buyral', a fake company that says it can make your video go viral, 'Exfeariential' which uses fear and kidnapping to promote brands in a new way, and 'Reactvertising' which promises super-fast ads in reaction to events and trends.
Title: Make Humanity Great Again
Agency: john st.
Executive Creative Directors:Stephen Jurisic, Angus Tucker
Writer: Stephie Coplan
Art Director: Lia MacLeod
Production Company: Skin & Bones
Director: Taso Alexander
Editor: Mark Paiva
Audio: Vapor RMW
Online: Michael Medeiros, The Vanity
Casting: Shasta Lutz, Jigsaw Casting