International Society For Human Rights (ishr): TOURIST PARADISE

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.