• Beatbullying “CyberMentors”

Working in partnership with M&C Saatchi who created this powerful campaign for the charity Beatbullying, the campaign promoted ‘CyberMentors’, an online service aimed at young people who are being bullied, where they can discuss their situation and receive support, help and advice from people their own age. The campaign depicts a teenager with their mouth sewn shut, symbolizing the way victims feel silenced by bullies.

In this digital execution where the thread in the mouth of the victim is controlled by the user’s mouse movements, we used DoubleClick’s ‘Cursor Chase’ which allows a user to interact with an ad without actually being over it. This technique uses JavaScript in the publisher’s page to reference the mouse x and y positions which then get passed back to Flash. It’s from here we work our magic making the thread move about in accordance with the mouse movements. We call this technique ‘passive interactivity’.

Credit to the talented folk at Kettle (formerly JS3D) who provided input for the 3D work.

Disclaimer: Our portfolio represents a combination of work carried out whilst employed at play/M&C Saatchi and in the course of freelance agency contracts prior to establishing Super natural in 2012.

  • Categories : Ads
  • Date :   February 2010
  • Client :   M&C Saatchi