ZEWA "Crying to the sleeve" - generator of anti-toxic cartoons Polina Sloeva
Category
Interactive projects
Nominations
Digital Campaigns
Company
ZEWA
Brand
ZEWA
Link
This work
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nominations
Video
Self-promo
Innovation
Special Projects
Use of Media
Creative copywriting
Illustration
Task
Return the Zewa brand image to the territory of gentleness and caring, through the activation of softness in communication between people online.
Ideas and solutions
In order to soften the online environment, we found the territory where the most acute conflicts are very common, especially in the comments on social networks. It was very important for the brand not to go negative on its own. Therefore, we also decided to fight toxicity through softness. Thats why we have developed a generator of cute and viral cartoons. And to tell about this, we took the most famous conflicts of popular influencers and created content based on them that showed all the absurdity of the negative
