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Witness: Putting the 'Act' in Interactivity

Human rights violators can't survive the harsh glare of exposure. Witness turns the white light of video to expose the bad guys. But doing good costs money. For Witness' spring fund-drive, RAPP created a mysterious video. At any point during the video, the viewer can act. They can stop the story and symbolically, the madness. As of this writing, donations for the Spring Drive are exceeding all expectations.

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United States

Travel Channel: Everything is Social, Even a Kidnapping

It used to take television advertising to create a runaway hit. But an idea can go big if it’s the right idea in the right place at the right time. Social media can turbocharge what used to be called one-to-one marketing. Take “Kidnap!” It’s just a Facebook app, but it connected with the 25- to 34-year-old target and became one of Facebook’s Top 20 most popular apps. Ad Age named it the number two social media campaign of the year, second only to a campaign that helped a junior senator from Illinois get elected president of the United States.

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