TOURIST PARADISE by Leo Burnett Frankfurt for International Society For Human Rights (ishr)

TOURIST PARADISE

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Industry Social Services, Human Rights
Media Promo & PR, Case study
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Art Director Claudia Boeckler, Bjornar Thorsen
Released January 2011

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS
Product/Service: HUMAN RIGHTS ORGANISATION
Agency: LEO BURNETT FRANKFURT
Date of First Appearance: Jan 28 2011
Entrant Company: LEO BURNETT FRANKFURT, GERMANY
Entry URL: http://www.tourist-paradise.org
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 (herrschmidt.tv)
Art Director: Bjornar Thorsen (Leo Burnett Frankfurt)
Art Director: Claudia Boeckler (Leo Burnett Frankfurt)
Sounddesign: Christian Schneider, Tim Davies (Pearls Frankfurt)
Media placement: Onlie Game - Gaming Platform E.g. Kongregate.com - 28.01.2011

Insights, Strategy & the Idea
Despite ongoing and considerable human rights violations, Cuba, Egypt and China continue to enjoy great popularity as travel destinations. Many tourists are not aware that, every time they buy a holiday package, they support these inhuman regimes financially.
How does one make people aware of this issue and convince them to avoid these countries?

Creative Execution
All over the world a vast majority regularly play online games in their free time.
The INTERNATIONAL SOCIETY FOR HUMAN RIGHTS chose to use this social media trend to reach as many people as possible. For this 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 paramilitary character revealed in a split screen scenario. The more the tourist enjoys his stay the more the local population gets abused. In this way the player is made aware of the link between the seemingly perfect holiday world and its darker side. The end reveals that this is not a game but rather an appeal by the INTERNATIONAL SOCIETY FOR HUMAN RIGHTS.

Results and Effectiveness
Total production costs of the game were around 6,000 Euro. Placed on popular gaming platforms like www.kongregate.com the message spread without any media budget and reached 18,000 players within the first week. The game then made its way onto more than 20 gaming platforms with more than 400,000 players so far.