London International Awards
2022 Winners and Finalists
Health Agency of the Year: Area 23, An IPG Health Company, New York
Silver
Health & Wellness - Craft
Production Design Campaign
| Entrant: | AREA 23, an IPG Health Company, New York |
| Brand: | Kazoo/Stand for the Silent |
| Title(s): | "Social Bullets - Ambient & Activation", "Culture Shaming - Poster", "Body Shaming - Poster", "Sex Shaming - Poster", "Grade Shaming - Poster", "Social Bullets" |
| Corporate Name of Client: | Kazoo/Stand for the Silent |
| Agency: | AREA 23, an IPG Health Company, New York |
| Idea Creation Companies: | AREA 23, an IPG Health Company, New York |
| Global Creative Partner: | Fred Levron |
| Chief Creative Officer: | Tim Hawkey |
| EVPs/Executive Creative Directors: | Elliot Langerman/Marcus Kawamura |
| Senior VPs/Creative Directors: | Eduardo Tavares/Logan Allanson/ Andy Gerchak |
| VPs/Creative Directors: | Bruno Brasileiro/Felipe Munhoz |
| Creative Director: | Andre Maciel |
| Associate Creative Director – Craft & Design: | Arthur Daraujo |
| Associate Creative Director – Copy: | Victor Afonso |
| Associate Creative Director – Art: | Leonardo Arcoverde |
| Creative Support: | Clay MacGuire |
| Copy Support: | Betsy Voigt/Ethan Victor/Connor Sterling |
| VP, Directors of Integrated Production : | Paul Blake/MioNa Mui |
| Associate Director Technology, Innovation Lab: | Aaron Stack |
| SVP Director Technology and Digital Production: | Bill Hanff |
| SVP, Director of Integrated Production: | Jennifer Ma |
| Group Art Supervisor: | Andrea Sabbatini |
| Illustrators: | Fabio Barros/Ícaro Yuji/Bob Souzza/Rafa Duque |
| Account: | Tayna Boaventura |
| Production Companies: | The Youth, Curitiba/Daisy Cutter, Coppell |
| VPs/Executive Producers: | Christine Anisko/Scott Roberts |
| Executive Producers: | Ale Lepez/Eduardo Lubiazi/Carolina Cherobim/Tina Castro |
| Producers: | Jessica Haselkorn/Cassandra Diehm/Larissa Andrade/Pamela Tanasovichi |
| Production Coordinators: | Juliana Zuppo/Leo Vieria |
| Post-Production Companies: | Studio RX, An IPG Health Company, New York |
| VFX Supervisor: | Diogo Gameiro |
| 3D Generalist: | Ricardo Bardal |
| Compositors: | Karlos Schirmer/Michel Takahashi |
| Editors: | Maria Machado/Efraim Klein |
| Sound Engineers: | Otavio Bertolo/Fernanda Galetti/Rafael Laurenti |
| Music Producers: | James Pedrozo/Thiago Lester |
| Design Company: | Black Madre, São Paulo |
| Design Support: | Juan Sebastian/Gabrielle Lemmons/Rhj Burns/Ashley Stief |
| Audio Company: | Jamute, Curitiba |
Description:
We transformed a shooting range into a metaphor for of social media. On one end, the dark anonymous hole of the Internet. On the other, posters representing real-life targets of hate—teenagers who have suffered one of the 4 most common forms of cyber-bullying: culture shaming, body shaming, sex shaming, and grade shaming.
Our algorithm controlled the shooting range. For every 233 bullying posts it detected, the range fired a bullet into a specific poster, representing one attempted suicide, statistically speaking.
We held special presentations in virtual learning sessions for local PTA meetings to show the experiment to parents.
These educational sessions via Zoom were hosted by Kirk Smalley, president of Stand for the Silent. He was joined by cyber-bullying survivors who shared their own experience to help equip parents to navigate this online world.