Creative Circle Award 2018

Digital — Digital Brand Experience

LIKE WHAT YOU HATE

Website
Kunde

VICE SCANDINAVIA

Krediteringer
Creative Director
Associate Creative Director
Emil Asmussen
Art Director
Trine Quistgaard
Graphic Designer
Jacob Ziegler
Producer
Sandra Vinge
Frontend Developer
Sahand Porkar
Project Manager
Ida Eriksen
Extra Credit
Esben Elborne
Extra Credit
Frederik Andersen
Beskrivelse

THE PROBLEM
61% of young people get most of their news from Facebook, but because of algorithms curating their feeds, they’re primarily shown news and views that fit their own.
As more than 75% of VICE readers are under 35, this problem hits close to home.

THE SOLUTION
To change the algorithm, we had to change how people behave on Facebook. We had to make them like what they hate. The site analyzes the user’s Facebook feed and maps out their political and ideological standpoints - and then counters them.
If the user starts liking what they hate, they start affecting the algorithm and ultimately break their filter bubble.

KEY NUMBERS:
Total media budget: 900$
Earned media value: +250.000$
Total reach: +5.000.000 impressions

Vinder 2018

Silver

Vinder 2018

Titel
LIKE WHAT YOU HATE
Bureau
VIRTUE SCANDINAVIA
's Creative Circle Credits
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