Wunderman LATAM created a mobile video experience allowing viewers to experience two sides of bullying.
Called 'Perspectives,' the agency utilized the phone's gyroscope to give viewers a two-sided narrative, and turn their phones 180 degrees to switch between timelines.
One side of the story shows cyberbullying is take place at school. When the phone is twisted, an alternative scenario shows the teenager at home, where you can gradually see changes in his behavior as a result of the situation he is going through.
The story gave separate calls to action for adults to read the signs of cyberbully from teenagers, and also encourage the victims to ask adults for help.
Said Wunderman LATAM executive creative Dany Minaker and Patán Tarzaga: “Cyberbullying is an issue happening everyday around the world. We wanted to reach the younger generation with this issue by offering a mobile experience that is attractive for them by using something they are constantly consuming – technology.
“We came up with the idea of approaching the problem of cyberbullying from two aspects: one strategic, showing all the signs that we don’t see because we are watching things from just one side and then by changing the point of view we can actually see what they are going through.”
Attention to detail was key in creating this film, as clips had to line up anytime you turned your screen 180 degrees, as well. Javier Corra, the technology lead at Wunderman Argentina noted that the back-end development was a major challenge here.
“We needed the video to be displayed fullscreen,” Corra said, “and - when the user turns around the phone - perform the video switch as seamless as possible (reducing the visual and audio glitches). Also preloading the videos was critical to make the video experience work smoothly.
"From the editing point of view, the trickiest part was shooting everything in a very tidy way. It got a lot of pre-production work setting how each scene was going to be. Also, it should work perfectly with both music and video, so we spent a lot of time in lots of tiny details."
Movistar’s Romina Martinex Batista added of the spot, which is part of its #elegicuidarte (‘choose caution’) initiative tackling bad online behaviors such as catfishing: “With the #elegicuidarte platform, we wanted to promote responsible use of technology. We also want to encourage positive change and guide society to make good choices by taking advantage of the benefits of innovative technology."
All activities, she said, were made in partnership with Faro Digital, an NGO specializing in promoting the use of technology for good.