The Challenge: Explore the creative possibilities of sequential storytelling on YouTube to raise awareness of the United Nations Global Goal number 4 – Quality Education.
Education liberates the intellect, unlocks the imagination and is fundamental to betterment of humanity. And yet even in developed countries, it’s easily taken for granted. Shockingly, half a million Australians between the ages of 15 – 85 are illiterate.
The Trojan Trailer – a movie trailer with a hidden message about illiteracy, designed to draw awareness to the problem and make people empathise with those in need of help.
We drew viewers in with a series of sequential stories designed to appear as trailers for an upcoming movie – one of YouTube’s most searched categories. The sequential stories use a combination of short teaser films to build intrigue for a 60” trailer. But for those who skip the trailer, we created a series of subsequent films in which the protagonist’s situation gets progressively worse – an analogy for how illiteracy affects one’s life. To illiterate audiences, it was seen as a dramatic film trailer. To anyone who can read, we created a stark reminder of the difference quality education can make in people’s lives.
29M Impressions
44% Sequence completion
89% Average view of longform video
View rate increased significantly for the follow-up films
