A Private Matter

Idea

Encrypted communications service provider Silent Circle and the creators of the Blackphone have teamed up with film maker Ivan Cash to create a great piece of message-driven content: a film of people reading out the app permissions that many of us tick without a seconds’ thought. The shock and disbelief with which the films participants react show just how much of our privacy we routinely sign away

What We Like

This piece works because the message is so tightly bound to the content. As a result, little in the way of overt promotion needs to take place – indeed; it would if anything take away from the impact of the campaign

Learnings

Reaction-driven content is compelling. People love watching people – a trend that will never go away