International Society For Human Rights (ISHR) Case study TOURIST PARADISE by Leo Burnett Frankfurt


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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Bjornar Thorsen
Released January 2011

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Jan 28 2011
Entry URL:
Art Director, Producer: Gerard Delmàs (Leo Burnett Frankfurt)
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Illustration + Animation: Martin Schmidt (
Art Director: Bjornar Thorsen (Leo Burnett Frankfurt)
Senior Art Director: Claudia Boeckler (Leo Burnett Frankfurt)
Sounddesign: Christian Schneider, Tim Davies (pearls Frankfurt)
Media placement: Online Game - Gaming Platforms E.g. - 28.01.2011

Describe the campaign/entry
Despite ongoing and considerable human rights violations, Cuba, Egypt and China continue to enjoy great popularity as travel destinations. The International Society for Human Rights wanted to make peole aware of the fact that everytime they book a holiday package they support these inhuman regimes financially. To make people rethink their holiday plans we chose the social media trend online gaming. We created a game called Tourist Paradise. In this game the player takes over the role of a tourist engaged in typical tourist activities. The tourist's action has a parallel effect on an unpleasant paramilitarian character revealed in a split screen scenario. In this way, the player is made aware of the link between the seemingly perfect holiday world and its darker side. The end reveales that this is not a game but rather an appeal by the International Society for Human Rights.

Describe how the campaign/entry was launched across each channel in the order of implementation
First we placed "Tourist Paradise" on popular gaming platforms like From there, the game spread itself onto more than 20 different gaming platforms, accompanied by numerous comments in the social media. This shows great involvement of a young target group that enjoys travelling and now hopefully rethink their holiday plans before they book.

Give some idea of how successful this campaign/entry was with both client and consumer
Within the first week we reached more than 18.000 players. The game then made its way onto more than 20 gaming platforms with more than 400.000 players so far without any media budget.