Usher - "Don't Look Away" by ANDY Awards 2016
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Usher - "Don't Look Away"
This ad is part of the ACT Responsible Collection
- Brand: Usher
- Country: Brazil
- Advertiser: Usher
| Title | Don't Look Away |
| Agency | AKQA |
| Campaign | Don't Look Away |
| Advertiser | Usher |
| Brand | Usher |
| Posted | April 2016 |
| Business Sector | Others |
| Media Type | Digital |
| Length | |
| Market | United Kingdom |
| AI Description | The advertisement "Don't Look Away" by Usher, produced by AKQA in 2016, leverages the powerful medium of an interactive music video to draw attention to the critical issue of social injustice and violence against African Americans. It features a digital experience that demands viewer engagement through facial recognition technology. The music video pauses unless the viewer keeps their eyes fixed on victims' faces on screen, creating an emotional bond with their stories. The ad emphasizes empathy and compassion, urging the audience to connect deeply with the plight of those affected by police brutality. Stark, black-and-white visuals, including real-life incidents and artistic performances, reinforce the gravity of the message. Usher's performance is interspersed with impactful statistics about media reach and engagement. This bold initiative not only facilitated discourse around racial profiling but also became a centerpiece for wider movements against social injustice, backed by prominent figures and media outlets. It aims to inspire a collective awakening to face and fix the ongoing systemic issues of justice and equality. |
| Creative Director | Diego Machado |
| Creative Director | Hugo Veiga |
| Associate Creative Director | Renato Zandona |
| Art Director | Augusto Antunes |
| Copywriter | Raphael Valenti |
| Account Manager | Ricardo Honnegger |
| Project Manager | Daniele Wieczorek |
| Production Company Producer | Leticia Hernandez |
| Digital Strategy Lead | Ana Julia Agostinho |
| Digital Media Lead | Agnieszka Porada |
| MOTION DESIGN | Rafaella Pioto |
| Creative Developer | Emile Swain |
| Creative Developer | Paddy Keane |
| Creative Developer | Kathryn Webb |
| Director of Web Development | Andrew Smith |
| Developer | Mihnea Belcin |
| User Experience Architect | Joanne Alden |
| Associate User Experience Architect | Ruth Baughan |
| DevOps Engineer | Daniel Mitchell |
| Senior Quality Assurance Analyst | Zeeshan Naseer |
| Quality Assurance Manager | terry nweze |
| Associate Programme Director | Joe Holland |