Usher – Don’t Look Away

The World’s First Music Video That Demands Your Attention

Fact

While social injustice and racial profiling keep taking lives, it’s all too easy for society to keep looking away.

Idea

Internationally celebrated musician Usher recorded “Chains”, an anthem to advocate for unarmed victims of violence. To ensure the public paid attention to this important issue, the song was launched exclusively on chains.tidal.com. Here, visitors are compelled to look into victims of brutality and confront the shocking facts of each person’s story. Facial recognition software, activated through a webcam stops the music if the viewer looks away.

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Impact

#DontLookAway interactive experience caught the eyes of news outlets and cultural influencers from more than 100 countries.

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“Usher Target Police Brutality with Powerful Interactive Video”

theguardiantheguardian

“The Song is a Well-Produced, But it’s The Video That Really Makes this Project Stand Out”

forbesforbes

“One Hell of an Emotional Interactive Experience”

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“Confronts Racial Injustice Like You've Never Seen”

“Powerful”

“Devastating”

“No Words Could Do the Video Justice”

Celebrities amplified the message and made this serious issue part of the world’s pop culture conversation.

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In only 4 days:

500.000

unique visitors

 2'33"

spent per user

500 million

global media impressions

#DontLookAway became the center piece of a movement committed to reveal and break the chains of social injustice with social events, conferences and concerts like TIDAL x 1020 Amplified by HTC, where Usher performed “Chains” for the first time to a sold-out audience with proceeds benefitting groups that promote social impact and change.

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Facing the facts is the first step towards change

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Interactive experience available on desktop (FireFox and Chrome)

Role
Concept, Art Direction, 
Creative Direction

Cannes Lions 2016
Entertainment for Music
GOLD: Music Content: Excellence in Interactive Music Video
Film
BRONZE: Use of Film: Use of Online Film
Media
BRONZE: Digital & Social: Use of Digital Platforms 
Radio
BRONZE: Use of Radio: Use of Audio Technology

One Show 2016
GOLD - UX / UI: Web
SILVER - Film: Innovation in Film
MERIT - Interactive: Corporate Social Responsibility: Websites

Clio 2016
Clio Music
GOLD: Digital/Mobile: Artist: Websites
GOLD: Social Good: Artist: Social Good
SILVER: Innovation: Artist: Innovation 
Direct
SILVER: Public Service: Digital/Mobile

D&AD 2016
WOOD: Direct / Direct Response/Digital

ADC Awards
BRONZE - Advertising Music Video: Music Video

New York Festivals
BRONZE - Branded Content/Branded Entertainment: Craft - Best Use of Music
BRONZE - Public Service Announcements / Communications: Activation and Engagement - Promotion of Peace and Human Rights
BRONZE - Public Service Announcements / Communications: Digital/Interactive - Websites and Social Media - Promotion of Peace and Human Rights
BRONZE - Avant-Garde/Innovative: Avant-Garde Discipline - Public Service Announcements
FINALIST - Activation & Engagement: Use of Activation & Engagement - Use of NewTecnology

Webby Awards
NOMINEE

Andy Awards
BRONZE - Web Film: Creative Technology

Drum Design Awards
GOLD - Website Design

Piaf Awards
1st PLACE - Audience Engagement
2nd PLACE  Creative Use of Technologies
SHORTLIST - Creative Use of Traditional Advertising Formats

MIXX Awards
Digital and Mobile Category
GOLD - Web Campaign
GOLD - Online Video
SHORTLIST - Integrated Campaign
Media Category
GOLD - Best Use of Audio
SILVER - Best Use of Digital & Interactive Screens
BRONZE - Best Use of Digital
SHORTLIST - Integrated Campaign

Creative Circle Awards
GOLD - Filme: Best Music Promo Film
GOLD - Digital: Best Site/Microsite

Creative Pool 
BEST USE OF WEB

AD STARS 2016
GRAND PRIX: Public Service Advertising: Human Rights
GOLD: Diverse Insights
SILVER: Video Stars: Branded Entertainment Videos
SILVER: Direct: Use of Direct Marketing: Use of Digital in a Direct Marketing Campaign
BRONZE: Promotion: Use of Promo & Activation