Ryan Booth
Design Director at Zulubot
Canadá
TítuloIt’s Not Your Fault You Can’t Resist (Case Film)
Agencia
Campaña It’s Not Your Fault You Can’t Resist
Anunciante Bite Back 2030
Marca Bite Back 2030
Fecha de primera difusión/publicación
Sector Empresarial Acciones Caritativas, fundaciones, voluntariado
Filosofía The independent creative agency Don’t Panic and Bite Back 2030, a youth-led movement, today released their campaign film, ​It’s Not Your Fault You Can’t Resist​. The film, directed by Chris Faith from production house Faithful Hound is a call for action; issuing a powerful invitation to young people to join the new movement which is calling for the food industry to put the health of young people before profit.
On September 28th, eight teenagers turned up to a restaurant for what they believed was the start of a social experiment. Little did they know, that it was really the end of it. Throughout the week they had been targeted with a host of advertising techniques, including social media influencers, posters and radio ads, to highlight the power the food marketing industry has over their choices.
There were over 50 items on the menu - yet it was predicted in every instance what they were going to choose.
The experiment resulted in a film that featured no actors, no staged reactions and no scripted responses - just the power of the manipulation young people are unwillingly exposed too on a day-to-day basis.
Medio Interactive Outdoor Experience
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