The missing part

TheContext

An estimated 1 trillion euros a year is lost to tax fraud and evasion in the European Union. It’s a complex subject for the EU, because responsibility for combating the problem lies at national level. Since most cases of tax fraud happen across borders, the EU has been helping member states combating it. To move things up a gear, the European Commission’s DG Taxation and Customs Union wanted to launch a public awareness-raising campaign that could show the scale of the tax fraud problem and inform citizens of EU actions to help tackle the issue.

An estimated 1 trillion euros a year is lost to tax fraud and evasion in the European Union. It’s a complex subject for the EU, because responsibility for combating the problem lies at national level. Since most cases of tax fraud happen across borders, the EU has been helping member states combating it. To move things up a gear, the European Commission’s DG Taxation and Customs Union wanted to launch a public awareness-raising campaign that could show the scale of the tax fraud problem and inform citizens of EU actions to help tackle the issue.

TheChallenge

Tax fraud and evasion is a sensitive topic and the campaign was not intended to point fingers. This was about focusing on a key message: the annual loss of around one quarter of public spending! But for the general public this figure alone is not concrete enough. Our creative team needed to take this complex briefing and work a way to translate it into a poetic, visually-arresting story to capture people’s attention.

Tax fraud and evasion is a sensitive topic and the campaign was not intended to point fingers. This was about focusing on a key message: the annual loss of around one quarter of public spending! But for the general public this figure alone is not concrete enough. Our creative team needed to take this complex briefing and work a way to translate it into a poetic, visually-arresting story to capture people’s attention.

OurApproach

To engage citizens, we produced a video featuring people of all ages on a poetic journey of discovery. Along this journey, people feel disappointed when they discover that there is a ‘bit missing’ from an object they value: be it a bicycle, a birthday cake or portraits of family members. The story ends with a powerful message linking the scenarios, plus a ‘Call to Action’ to visit the website and learn more about what the EU is doing to tackle this issue.

To engage citizens, we produced a video featuring people of all ages on a poetic journey of discovery. Along this journey, people feel disappointed when they discover that there is a ‘bit missing’ from an object they value: be it a bicycle, a birthday cake or portraits of family members. The story ends with a powerful message linking the scenarios, plus a ‘Call to Action’ to visit the website and learn more about what the EU is doing to tackle this issue.

TheResults

More than 1 200 000 people (and counting) have watched the video. And more than 100 000 viewers have clicked on the website link to find out more – a significantly higher percentage than the usual click-through rate. Plus, the video won a Silver Dolphin at the Cannes Corporate Media & TV Awards.

 

 

 

All images & videos © — 2013 — European Union. All rights reserved.

More than 1 200 000 people (and counting) have watched the video. And more than 100 000 viewers have clicked on the website link to find out more – a significantly higher percentage than the usual click-through rate. Plus, the video won a Silver Dolphin at the Cannes Corporate Media & TV Awards.

 

 

 

All images & videos © — 2013 — European Union. All rights reserved.