The Hidden Drug

Agency: LLYC


In a world where inflammatory messages have taken over the conversation, #polarization makes it impossible to find consensus and meeting points between people. To demonstrate this reality, LLYC presents together with Más Democracia, #TheHiddenDrug, or the hidden drug, an awareness campaign to raise awareness, through the union of creativity and big data, about the risks of polarization, which has become a new drug that we consume every day, without realizing it.

After the analysis of more than 600 million messages and conversations with neuroscientists, sociologists, psychologists and data experts, we found a confirmation between the effects that exposure to polarized conversations can cause and the effects caused by other drugs better known by society: irritability, addiction, impulsive behaviors, anxiety, stress, or dependency, among others.

This professional campaign titled 'The Hidden Drug' was published in Spain in November, 2022. It was created for the brand: MásDemocracia, by ad agency: LLYC. This Content, Digital, and Film media campaign is related to the Agency Self-Promo, Education, and Health industries and contains 1 media asset. It was submitted over 1 year ago by Strategic Planner: Pablo H Urrutia of LLYC.


Cliente: MásDemocracia
Agencia: LLYC
Dirección General Creativa: David González Natal
Dirección Creativa Ejecutiva: Julio Alonso Caballero
Dirección Creativa: Marta Cordomí
Redacción Creativa: Daniel Rosero
Dirección de Arte: Gustavo Rodríguez
Planner creativo: Pablo Hernández de Urrutia
Responsable Cuentas: Cristina Peñaloza y Adriana Sandobal
Producción audiovisual: Petra Garmon
Jefa de producción de LLYC: Rebeca Garrobo
Realizador: Oriol Cuadern
DOP: Pablo Vallejo
Fotógrafo: Isaac Abad
Productor ejecutivo: Raquel Pérez Tato y Arnau Montanyès
Director de producción: Olmo Heras
Sonido: The Lobby
Editor: Duarte Eiros
Post producción: Lúber Mujica - Petra Garmon
PR: Teresa Rey, Alejandro Sampedro, Joaquín Vizmanos, Beatriz Rodríguez.
Desarrollo web: Daniel Fernández Trejo, José Luis Rodríguez.
Equipo redes sociales: Stephany Highgrace, Mariana Malagutti, Neus Cuadrado, Naroa Salgado, Andrea Paredes.
Innovación y Big data: Miguel Lucas, Beñat San Sebastián y Andrea González García


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