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The first political debates using video on Instagram.
The CNN 15 Second Debates
Interactive, Integrated campaign
The CNN 15 Second Debates brought political party viewpoints ahead of the German Election 2013 in the world’s first political debate using Video on Instagram. The short and to-the-point format allowed viewers to get the quickest overview of the key parties and the biggest issues via a special web and mobile platform.
The platform used Instagram’s new 15 second Video function enabling politicians to put across the essence of their party policies via mobile from all over Germany. On the site users were able to compare party standpoints as well as comment and score the debates. Users are able to up-vote or down-vote statements while a simple info-graphic showed who was leading each debate and who was leading overall.
Homepage with the current overall debate score.
Viewing a journalist question with the replies by the parties.
Viewing a debate reply.
Integration of the debate player into the CNN International website.
Campaign teaser.
Published: September 2013
Client: CNN International
Agency: HEIMAT, Berlin
CCO: Myles Lord
Creative Director: Kai Heuser
Art Director: Kenzi Benabdallah, Stefan Wittemann, Andreas Fernhede-Dagman
Copywriter: Gün Aydemir, Matei Curtaso
Project Manager: Astrid Schiffel
Account Manager: Carolin Saak
Digital Production: Perfect Fools, Stockholm