Four stories that changed history

How do you change history? You start with people. Thousands of people with a shared purpose and a whole lot of persistence. The only thing missing in this equation is a medium for the message.

That’s where our team at Tribal Worldwide came in. We gave a voice to 4 unique stories selected from, an online petition platform. The same 4 stories that would forever change history.

The idea was simple: Create as much buzz as possible around 4 petitions, prior to the Spanish general elections.

We did this through an offline and online campaign that drove people to a website where they could explore each story. 

My team designed the web experience where users could view the 4 stories and see details about each of the petitioners. 

We started with Sketches, Wireframes and eventually created an Interactive Prototype, which we tested informally with coworkers and friends. The tests uncovered a few small design issues, but the major problem was that we were trying to show too much information at once. We had a video player, a bio, information about the election candidates, and users ended up getting distracted with all the clutter.

Our solution was to progressively reveal this information through interaction. We created a dashboard-like experience where users could click to reveal the content they wanted to see. 

We wanted the main focus to be the people behind the stories. That’s why we used faces as the primary visual element.

The dashboard approach gave us space to feature full-screen hero shots of each petitioner, which had a strong visual impact. It also allowed us to introduce animations for the transition between content.  When users moved their cursor over a button or opened a modal, they would experience seamless motion design. 

The result? The campaign received massive coverage by some of the top television channels and newspapers in Spain, including the Huffington Post.

#CambiandoLaHistoria became a trending topic on Twitter and visits to the microsite skyrocketed. Most importantly, 5 of the 6 political candidates responded to the petitions.