The Mauritanian for Amazon Prime Video
Censoring our own ads so that people could discover the truth behind new film The Mauritanian.
Amazon Prime Video challenged us to launch their new original “The Mauritian” in the Nordics, a film that deals with uncovering the truth in a world of secrecy.
Our strategy revealed that freedom of speech rules supreme for Nordic people. Based on this insight we created a provocative interactive campaign which would put APV on the map in the Nordics.
We invited people to decode our censored ads using AR, bringing them into the story & allowing them to discover the truth behind The Mauritanian.