Spot it. Stop it.

A video series empowering users to spot and stop misinformation by Toaster x Google/Jigsaw.

Jigsaw, a Google unit tackling threats to open societies, identified "prebunking" as a weapon against misinformation expected during the European elections. Their challenge: reaching a massive, pan-European audience of over-45s across 27 countries and empowering them to spot and stop misinformation.

We noticed a shared interest in crime genre content across our target audience, so our approach was to create a series of charming film-noir animations to educate and empower them.

The films feature a detective hero helping their community by investigating different misinformation tactics. Film noir elements, from character design to soundtrack, further enhanced audience connection.

We created over 260 different versions of the three films in 29 languages as well as a huge toolkit of social media assets to support the campaign – ultimately helping to mitigate one of the biggest threats to our society in a charming way.