Digital Single Market: EU-Invisible Borders

Thecontext

Buying and selling online is becoming more commonplace, and the European Union is trying to make this business transaction as easy as possible. The EU hopes to encourage businesses to sell online across borders and increase consumer confidence in cross-border e-commerce. But how do you get people to trust something as abstract as the Digital Single Market (DSM)?

Buying and selling online is becoming more commonplace, and the European Union is trying to make this business transaction as easy as possible. The EU hopes to encourage businesses to sell online across borders and increase consumer confidence in cross-border e-commerce. But how do you get people to trust something as abstract as the Digital Single Market (DSM)?

Thechallenge

DG JUST wanted to highlight the benefits the DSM brings to all Europeans, especially since DSM rules are becoming more simple and uniform for e-commerce. They needed a way to both encourage businesses to sell online and increase consumer purchasing confidence. So we asked ourselves: how do you make the (invisible) digital and trade borders between countries more tangible?

DG JUST wanted to highlight the benefits the DSM brings to all Europeans, especially since DSM rules are becoming more simple and uniform for e-commerce. They needed a way to both encourage businesses to sell online and increase consumer purchasing confidence. So we asked ourselves: how do you make the (invisible) digital and trade borders between countries more tangible?

Ourapproach

A simple, relatable story is a tried-and-true method for reaching our target audience: 20- and 30-something Europeans who make up the largest group of online consumers and are most likely to become business owners.

Our narrative was poetic: show the ‘roadtrip’ of a drum purchased online from seller to buyer. Along the way, several messages about Europe’s ‘invisible borders’ are conveyed as the drum rolls across beautiful landscapes and passes piles of other blocked objects. Throughout the trip, other products and digital objects get unblocked at unseen borders. Despite challenges, the drum arrives safely at a young musician’s house!

A simple, relatable story is a tried-and-true method for reaching our target audience: 20- and 30-something Europeans who make up the largest group of online consumers and are most likely to become business owners.

Our narrative was poetic: show the ‘roadtrip’ of a drum purchased online from seller to buyer. Along the way, several messages about Europe’s ‘invisible borders’ are conveyed as the drum rolls across beautiful landscapes and passes piles of other blocked objects. Throughout the trip, other products and digital objects get unblocked at unseen borders. Despite challenges, the drum arrives safely at a young musician’s house!

Theresults

Our creative and audiovisual teams created a piece of art! They found a way to present an abstract concept in a very poetic and visually attractive way hoping to encourage businesses and citizens to believe in the power of the Digital Single Market. The 1’30’’ video is available on DG Justice’s website and was broadcasted and promoted through social media, TV and in cinemas.

                                                                                                                                                                                                                                                                                                                                                                                                                              

All images & video © — 2015 — European Union. All rights reserved.

Our creative and audiovisual teams created a piece of art! They found a way to present an abstract concept in a very poetic and visually attractive way hoping to encourage businesses and citizens to believe in the power of the Digital Single Market. The 1’30’’ video is available on DG Justice’s website and was broadcasted and promoted through social media, TV and in cinemas.

                                                                                                                                                                                                                                                                                                                                                                                                                              

All images & video © — 2015 — European Union. All rights reserved.