Voo: This Was Louise's Phone

Credits & Description:

Entrant: Air Partner of McCann, Brussels
Brand: VOO
Product or Service: Service
Launch Date: 13/04/2016
Corporate Name of Client: VOO
Heads of Client Services: Bruno Van Sieleghem/Erica Vanini
Agency Account Director: Caroline Charles
Agency Account Manager: Daphné de le Vingne
Agency: Air Partner of McCann, Brussels
Executive Creative Director: Eric Hollander
Creative Directors: Dieter De Ridder/Joeri Van Den Broeck
Art Director: Ramin Afshar
Agency Producer: Bérengère Lurquin
Design Company: Studio Unfold, Antwerp
Design Directors: Dries Verbruggen/Claire Warnier
Website URL: https://www.thiswaslouisesphon...
The Campaign
VOO together with the national police turned a tragic loss into something meaningful:
"The telephone of Louise" a virtual installation where youngsters could experience how impactful the messages were on the life of Louise.
We created a physical installation consisting of 600 balloons, equal to the number of hate messages Louise received in just 5 days. With at the center Louise’s phone. Visitors are guided through the experience by the voice of Louise’s father, who recounts his daughter’s story
Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying, in turn, will find all the necessary resources to successfully deal with this issue.
Creative Execution
On the website visitors can explore a virtual installation that features 600 balloons, each of which displays a hateful message. These balloons symbolise text bubbles and illustrate the significant amount of messages Louise received in just 5 days. Visitors are guided through the experience by the voice of Louise’s father.
The size of the installation reflects the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. While making their way through the hundreds of messages, people come to understand the nightmare that victims of cyber bullying have to endure. Afterwards, visitors can take action against cyber bullying by signing a manifesto on the fundamental sense of respect for others online. The names of those signing then appear on the walls of the installation. Victims and witnesses of cyber bullying will find resources to deal with this issue.
Indication of how successful the outcome was in the market
The website was featured on different national news sites like
Le Soir, RTBF, RTL and La Libre. It attracted over 213.000 visitors and was liked and shared over 21.000 times on Facebook. Many international blogs, parental websites and organisations against cyberbullying also supported the campaign.
Our website made youngsters realize that cyberbullying can have consequences in real life.
By creating a digital experience around a physical installation, the untangable aspect of cyber bullying becomes more tangible. Bullying is seen in different way. The size of the installation illustrates the messages’ violent nature, as well as the impact and gravity they can have on victims in real life. The website was targeted to different target groups:
- Youngsters who (unwittingly) bully and don't see the implications of their actions. As they navigate through the installation and the hundreds of messages, they come to understand the nightmare that victims of cyber bullying have to endure.
- Victims and witnesses of cyber bullying who will find all the necessary resources to successfully deal with this issue.
- Parents in general so they will keep their eyes open to possible signs of cyber bullying and can act accordingly.