Racism: The Experiment

Racism: The Experiment

In order to determine the Greeks’ reaction to racism, McCann & ActionAid carried out a social experiment during the International Day for the Elimination of Racial Discrimination.

The experiment took place at two separate bus stops in Athens. Two actors—one Greek and one Bangladeshi—played out a racist assault in front of unsuspecting passers-by, while, a camera crew located across the street recorded the commuters’ responses.

The campaign’s main concept revolved around a tough question: If you witness an act of racism and don’t speak up, does this make you complicit? 

The video received incredible publicity: it reached 38,102 Twitter profiles, got 37,461 shares and comments on Facebook and was viewed over 1.5 million times on YouTube. According to Google, it ranked as the most-liked, most “subscribers gained”, most-watched and most-shared YouTube video in Greece for 2015.


Ermis Gold in Ad (Digital Video) 2015

Ermis Gold in PR (Digital PR) 2015

Ermis Gold in Digital (Social video) 2015

Ermis Gold in Production 2015

Ermis Silver in Direct (social causes and fundraising) 2015

Grand Effie

Effie Gold in Low Budget categories 2016

Effie Gold in Social Good/ Non-Profit 2016