Australia’s illiteracy problem exposed in mock film trailer from Emotive, Google and the UN
A message about Australia’s illiteracy problem has been disguised in a film trailer.
The campaign uses YouTube’s ad sequencing tool, and starts out with a user being served a combination of short teaser films to build intrigue for a 60-second film trailer. Those who skipped the trailer are then put on a path of being served follow up films in which the protagonist’s situation worsens. For users who watched the full trailer, they are served a new ad in which the protagonist gets saved from her plane wreck.
To those who can’t read, the content piece would appear to be a film trailer. It is the on screen words which reveal the extent of Australia’s problem.
