TIDAL X USHER | DON’T LOOK AWAYThe world’s first music video that demands your attention
While social injustice and racial profiling keep taking lives, society keeps looking away.
For the launch of recording artist Usher's new song 'Chains', an anthem advocating for unarmed victims of violence, we created a an interactive site using face recognition technology.
When fans visit chains.tidal.com, they must hold the gaze of victims of social injustice to hear the track. If the viewer looks away, the music stops - demanding that they face the problem as the first step towards change.
1 Gold (Music)
3 Bronze (Film, Media, Radio)
1 Titanium shortlis
+ 10 Shortlists
1 Gold, 1 Silver, 1 Merit
2 Gold, 1 Silver
Grand Prix, 1 Gold, 2 Silver, 1 Bronze
4 Bronze, 1 Merit
Art Directors Club
Campaign Big Awards
Agency: AKQA São Paulo ECD: Diego Machado, Hugo Veiga
Creative Directors: Renato Zandoná
Art Director: Augusto Antunes, Diego Machado, Renato Zandoná
Copywriter: Raphael Valenti, Hugo Veiga
Logo design: Mario Niveo