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Increase audience engagement and create excitement among the students and judges around the globe participating the most prestigious moot court competition in the world.
Nothing combines drama and entertainment like Hollywood. The blockbuster style of this video brings the drama of the case to life.
Being part of Jessup is definitely something to be proud of and brag about. Participants present arguments on a hypothetical case before a simulated International Court of Justice. We gave them a chance to show to their friends on Facebook that they participate in this highly prestigious event. We created profile photo overlays representing each of the sides, or both sides. This video promotes them.
Using a torn split between the two faces highlights the hostility and exemplifies the broken unity between the sistering counties. On one side, the landscape of sandstone canyons symbolizing the worsening conditions of drought. In contrast, the opposing country is represented by tumultuous waves of crashing water, bringing to light the story element of the lawful right to access water. Over the top, overly dramatic music ads to the drama, but also injects a bit of humor and fun.
Starting with this video, the engagement throughout the campaign increased by 34%. 2,000 student and judges changed their profile overlays. The video was watched more than 10,000 times and talked about for weeks after the launch.