Reading books actually broadens the mind. Studies show that people who read are more considerate and less likely to pass judgment.
Using the same social media that allows the hate to spread, we wanted to repurpose it to spread kindness and understanding using iconic and popular book quotes.
Using a social listening and scanning platform, we targeted online haters. Instead of responding in kind, we responded with kindness. On the same social media that allows hate to proliferate, we hijacked hundreds of trending topics on Facebook. We intercepted comments of hate with lines from well-known books and authors encouraging kindness and understanding.
Those we replied to and anyone within the feed who saw it was invited to #ReadMoreHateLess simply by clicking on a link which led them to National Book Store’s website, where they could immediately purchase the book from which the quote was lifted.
In just a week, website visits increased by 14.43% and online book sales increased by 3.6%, contributing to a 22.75% increase in their monthly sale versus the previous year.
Taproot dentsu: Facebook
This video is a manifestation of the Facebook More Together campaign for the India’s biggest festival of prosperity – Diwali.
mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
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Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.
360i: Change the Picture
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Carat: Dis-Moi Elliot
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Grip: It Takes Balls
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Malaria No More: A movement to end malaria
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BC&F Dentsu: Heart Foundation
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Dentsu Aegis Network: Coca-Cola
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Taproot Dentsu: adidas
An ode to all the para-athletes across the world.
An in-store activation using neuroscience technology, helping shoppers decide what to buy.
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Dentsu Aegis Network: KFC
KFC has been in China for decades and needed to re-invent itself to win young consumers back and grow the business.
John Brown Novus: Starwood
A data-driven, mobile-first, travel and lifestyle content hub that puts our Intelligent Content model into action.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.