DIGITAL ON THE STREETS: “Holograms for Freedom”

Hologramas por la Libertad
(Holograms for Freedom)

DDB España
No Somos Delito/We Are Not Crime
IAB Spain Inspirational Festival Grand Prix
Gold – viral video
Gold – exterior digital
Gold – cross-media campaign

“’Holograms for Freedom’ was one of the most innovative and thought-provoking campaigns of the year. It sets a communication precedent, only possible thanks to the power of the internet, social media, and digital technology. It’s an idea that begins as a social protest on the net, moves onto the streets in the form of a virtual demonstration, which turns into a powerful visual event, which generates buzz in the international press, through which it finds its way back to social media, only this time it extended further, becoming global, and more powerful.”

José María Roca de Viñals
Chief Creative Officer
DDB Spain

Local activists used digital media and technology to outwit a new “gag law” penalizing public protests and get their call for freedom of speech heard, not only by Congress, but by hundreds of millions of people around the world. How? With a protest by hologram. More than 17,000 people participated in a holographic march on Congress, and yet not one person stepped foot onto the actual street, risking disciplinary action from law enforcement. Would-be protestors went to the website Hologramas por la Libertad (Holograms for Freedom), wrote messages, uploads their images, and recorded their “shouts.” Organizers then used this media to build out their image of the march. On April 15, 2015, the event took place, a light shining out across the dark city night, a message too powerful to be silenced.

Select Success Metrics

  • The campaign attracted 800 million impressions globally, and 400 million impressions on Twitter
  • More than 330,000 people signed the companion petition

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