“We took a simple approach. We tapped into what consumers are attracted to – pretty, glossy ads – and led them through the 360° journey of consumerism via the Facebook 360° ad format,” says Ryan McManus, ECD at NATIVE VML.
He adds, “Every day we’re bombarded with ads telling us to buy things that we don’t need, and we choose to turn a blind eye to the full picture behind the purchases we make. The truth is that, while manufacturing costs are dropping, the human and environmental impact has increased considerably.”
By utilising Facebook’s 360° technology, the manufacturing cycle of three industry sectors, namely fashion, mobile communications and chocolate, are highlighted by allowing viewers of the ad to explore what looks to be a regular ad, but which reveals the true journey of a product which, through some manufacturers, exploit human and environmental rights.
“At Huffpost South Africa we tell stories and create experiences that matter, by shining light on truth and exposing absurdities and lies. So when the opportunity presented itself to partner with NATIVE VML on this, we grabbed it with both hands. We are really proud of this 'Stop the Cycle' special report,” concludes Charlene Beukes, general manager of HuffPost South Africa.
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