Imagine being plunged into the tragedies in Syria, and being faced with the same sort of choices those marooned in that area wrestle with every day.
In its first campaign for Amnesty International Australia (AIA) since taking on the not-for-profit's digital work, Longtail has launched the country's first HTML5 '360' mobile advertising execution that attempts to give you a sense of just that kind of situation.
Utilising the accelerometer and gyroscope features built into smartphones, this element of the 'Human Rights Defender' campaign presents you with a panaromic canvas you can move around simply by tipping your device.
The idea is to present the immediate importance of AIA's work by "using a compelling narrative of impact stories, evidencing and advocacy".
Longtail developed the programmatic exchange-ready format, whose ad unit is fully third party ad-server integrated and which can also fold in other 360 formats such as Google Streetview.
It is actually set up to be predominantly programmatic, with the media planned and sold through Longtail. This includes HTML real time creative and social advertising setups.
"Longtail have demonstrated exceptional understanding of our brand and the work that Amnesty International is engaged in. It is important for us to ensure that we are reaching the Australian public in different, engaging ways, and digital is a key area for that," said AIA's supporter acquisition program manager Jeremy Bennett.
"Longtail have added value at all steps of the creative process and we are excited to see the impact of the campaign in driving donations for positive human rights."
The campaign will eventually take in over 150 separate creative assets, and launched on 15 September.
“We’re delighted to get this campaign in market. It is a perfect storm of creativity and data, combining together to deliver a visually arresting advertising campaign for a great cause," said Longtail CEO and founder Carlo Bertozzi.
“As far we’re aware this is the first time that a DMP has been leveraged in this way to drive a donations campaign, both from an acquisition and creative perspective.”
