The objective of the campaign was to prove that Forbes Magazine is not just a financial magazine, but a guide towards a successful lifestyle.
To get the message across, we created a social experiment based on the psychological phenomenon called „The Bystander Effect", demonstrating how in today's socio-economical context, success is a matter of life and death. While an average looking person was left lying on the ground for a long period of time, a successful looking businessman was attended to in less than 15 seconds.
The campaign was launched on April 16th and the video views have been growing steadily without any paid media.
Art Director:Atila Martins
Editor:Carlos Baer, Ivan Holic
Account Supervisor:Tomas Dvorak