ActionAid Inversion

ActionAid, an NGO that fights poverty, has released “Inversion”, an ad designed for the iPad in Brazil. The piece plays with a common bug of the tablet, which makes the image appear upside down. This causes a natural reaction in the reader of inverting the position of the iPad in order to put the image back into the right direction. The ad appears deliberately inverted and, when the reader turns the device, the image continues inverted. Only when the movement is performed for the second time is the image shown in the correct position, bringing the following message: “Poverty is like this: hard to turn around. Tap to help us solve it.”

ActionAid iPad ad

ActionAid iPad ad

Click on the image below to play the video

ActionAid Inversion Credits

The Inversion ad was developed at F/Nazca Saatchi & Saatchi, Sao Paulo, by creative directors Fabio Fernandes and Carlos di Celio, creatives João Resende, Thiago Manhães and Cidney Neto, advertiser’s supervisors João Maia and Alessandra Gamberali, account team Carla Sá, Flavia Cerqueira, Malu Miranda, Aline Lopes, Fernanda Mathias, media team Lica Bueno, Marylena Gorayeb, Keila Marconi, project managers Christina Clarke and Fabrício Toth, digital producer Marcus Macarroni, technology director Paulo Pacheco, planners José Porto, Carla Sá and Utymo Oliveira, working with ActionAid marketing director Clauce Arzua.