Positive Side

School: Miami Ad School


The internet has allowed us to eradicate geographical boundaries and tear down barriers against free speech. But it also has allowed hate groups tor reach out to potential recruits and radicalise them.
White supremacists. Anti-LGBT hate groups. Even terrorist organisations like Daesh (also known as ISIS). While their aims may be fundamentally different, their journey seems chillingly similar: brutal bloodshed and destruction in the real world that started with radicalisation in the online world. What’s even more frightening how a lot of these recruits are merely insecure or margnisalised youth struggling to find their place in the world.
In fact, some of the online recruitment and engagement campaigns run by these hate groups could put some brands to shame. With active social media engagement involving their own twisted versions f internet memes, forums numbering hundreds of thousands, and even slick pieces of branded content.

This student campaign titled 'Positive Side' was published in Mexico in July, 2018. It was created for the brand: Google, by ad school: Miami Ad School. This Digital medium campaign is related to the Electronics, Technology industry and contains 1 media asset. It was submitted over 5 years ago.


Advertising Agency: Miami Ad School, Mexico City, Mexico
Creative Director: Gerardo Saavedra
Art Director: Jorge Díaz
Copywriter: Emmanuel Rocha


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