On February 9th 2014, 50.3% of the Swiss voters expressed their desire to regulate the so called «mass immigration» by voting for a law limiting free movement of persons and workers between Switzerland and the EU.
In response to this, we created a digital showcase of contemporary Switzerland to show Europe and the world that our country is proud, mixed, open-minded and cohesive.
In order to give a voice to the 49.7%, we created digital tools to amplify their discontent and break out of their disappointment, shame and silence by expressing themselves in a meaningful and creative way.
10.000 Facebook fans in 1 week and total of 200.000 people reached. Hundreds of thousands of people reached through press, blogs, national TV & radio coverage. Protests, creative initiatives, Facebook pages, texts, t-shirts, a limited edition, 3.000 copy book deal…
The project started with 1 creative wanting to express his disappointment with the vote, and turned into a 11.500-strong digital crowd and more than 100.000 people who joined and spread it outside the web.
We are The Other Half.
Client: The Other Half
Campaign Title: We are The Other Half
Advertising Agency: Creativitas Regina Sit, Geneva, Switzerland
Art & Creative Director: Julien de Preux
Case Study Motion Designer: Karim Merzoug