In a developed country like Australia, many people are in denial an illiteracy problem even exists. The United Nations wanted to address this. Enter The Trojan Trailer - a movie trailer with a hidden message.
Partnering with YouTube, we created a first of its kind sequencing strategy. The sequential stories use a combination of short teaser films to build intrigue for a 60” trailer. But for those who skip, we created subsequent films in which the protagonist’s situation gets progressively worse – an analogy for how illiteracy affects one’s life.
To heighten the authenticity of what appears to be a movie trailer - one of YouTube’s most searched categories - we cast award-winning Australian actress, Jillian Nyugen.
The Trojan Trailer helped drive a 120% year-over-year traffic increase to the UN’s GlobalGoals.org and more than 80% in new visits.