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Don't Look Away

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2016

Don’t Look Away is the world’s first music video that demands your attention. In exchange for exclusive content, people are obliged to not only look into an issue which is really hard to look at, but also engage with it. And that is the first step towards real actions of change.

Usher’s influence and the emotional impact of this interactive video provoked a direct response among world celebrities that shared the website on their digital and social platforms.

The project became a digital spotlight to promote other initiatives committed to reveal and break the chains of social injustice

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