(Tr)end The Syrian War

After ten years of war, Syria had faded from public awareness, overshadowed by everyday topics like tax returns and celebrities. We needed a campaign that broke through the noise and confronted people with their own search behavior. Using Google Trends, we developed an algorithm that scanned thousands of search terms in Germany. It revealed shocking contrasts—ordinary topics were trending far more than the Syrian war. This real-time data was displayed on a platform and targeted ads, bringing the issue back into focus. The campaign delivered impressive results: donations increased by 72%, search queries for Syria rose by 83%, and media coverage reignited. It also gained recognition at major award shows, including Cresta, One Show, LIA, and Clio.