Statistics
Fake News have gone over 3 folds in last one year. 2 out of 3 Indians* and over 80 % of global citizens worldwide have been exposed to fake news, leading to a general lack of trust in news outlets.
The Insight
The funny thing about human is as per a psychologist is challenging authenticity of information after consumption still leaves a trail. But if you educate the consumer to challenge the same right at the time of consumption you won’t keep it in your mind anywhere.
The Thought
We used this insight and created and education drive to make people question the news right when they are consuming it. Global Leaders + Deep Fake Technology = Educative Entertaining Fake Video
The Execution
We created a Deepfake video using some of the most influential leaders of the world in order to spread awareness. On World Social Media Day, armed with freely available global footage from WION video repository and using just ONE SMARTPHONE we created a fake Video of our own. We used Deepfake technology and voice changing apps to create a video featuring political leaders from the biggest nations across the world. We used these very letters to spread the message that not everything you see on social media should be taken on face-value, advocating the importance of research. The use of a simple smartphone to create this piece also highlighted the ease with which these fake videos can be created and circulated.
Campaign Name
Award Name
A Deepfake Video To Uncover Fake News - WION
Goafest One Show Abby Awards 2023
A Deepfake Video To Uncover Fake News - WION
E4M Indian Marketing Award 2022