This Shocking Stunt for 'Znak' Addresses Freedom of Speech Issues
Laura McQuarrie — October 22, 2013 — Unique
References: znak & creativeguerrillamarketing
Online Russian newspaper 'Znak' set up a shocking stunt to get its message across about freedom of speech issues. In response to its Chief Editor, Aksana Panova being sent to jail, Znak set up a guerrilla stunt that gave "sentences" to people on the street for providing answers to simple questions.
The 'Truth is Dangerous' campaign features a man asking seemingly innocent enough questions, like directions to a particular location or what time it is. When he was provided with a response, two masked men dressed in black would come out of nowhere and detain the person who answered the question.
A small jury then assembles to watch the delivery of ridiculous years of sentencing for these "crimes." After being handed a sheet of paper promoting Znak's message, the mock jury rapidly disassembles.
The 'Truth is Dangerous' campaign features a man asking seemingly innocent enough questions, like directions to a particular location or what time it is. When he was provided with a response, two masked men dressed in black would come out of nowhere and detain the person who answered the question.
A small jury then assembles to watch the delivery of ridiculous years of sentencing for these "crimes." After being handed a sheet of paper promoting Znak's message, the mock jury rapidly disassembles.
Trend Themes
1. Shock Stunts - Disruptive innovation opportunity: Businesses can utilize shock stunts to raise awareness and engage audiences in important social issues.
2. Guerrilla Marketing - Disruptive innovation opportunity: Companies can employ guerrilla marketing tactics to create memorable experiences and generate buzz for their brand.
3. Freedom of Speech Advocacy - Disruptive innovation opportunity: Organizations can leverage unconventional campaigns to highlight and address freedom of speech issues in society.
Industry Implications
1. Media and Journalism - Disruptive innovation opportunity: Media companies can explore bold and creative ways to communicate important messages and engage audiences.
2. Advertising and Marketing - Disruptive innovation opportunity: Marketing agencies can incorporate shock tactics and guerrilla marketing strategies to create impactful campaigns for their clients.
3. Advocacy and Activism - Disruptive innovation opportunity: Non-profit organizations and activist groups can utilize unconventional methods to raise awareness and mobilize public support for freedom of speech.
3.9
Score
Popularity
Activity
Freshness
