What is 10 meters apart about?

10 meters apart is a professional campaign launched in Macedonia in 2013 for the Government of the Republic of Macedonia, created by the agencies New Moment and Y&R. Designed for the Public Interest sector, this digital campaign uses a singular, impactful media asset to address a pressing social issue, earning significant recognition including the Titanium Lion in both the Titanium and Integrated Lions categories at Cannes Lions 2013. The campaign’s central creative idea centers on the concept of distance—symbolized by ten meters—to provoke reflection on societal divides and encourage public engagement with themes of community and responsibility.

What creative device does 10 meters apart use?

10 meters apart employs the Symbolize the Problem creative device, as classified by Clapboard’s 12-format taxonomy (FORMAT#3). Rather than depicting the issue literally, the campaign uses symbols or analogies—in this case, the measurable distance of ten meters—to represent broader societal challenges. This approach leverages metaphorical storytelling to evoke emotional resonance and stimulate thought, allowing audiences to engage with the underlying message on a conceptual level. The use of symbolism distinguishes the campaign within the public interest category and aligns with its recognition for creative innovation.

What is the campaign proposition for 10 meters apart?

The campaign proposition for 10 meters apart centers on highlighting the often unnoticed yet significant distances—whether social or physical—that exist between individuals in society. By focusing on the symbolic ten-meter gap, the Government of the Republic of Macedonia seeks to raise awareness about the consequences of division and the importance of bridging these gaps for collective well-being. Targeting a digitally connected audience, the campaign’s narrative format humanizes the issue and encourages reflection, positioning the government as a proactive force in fostering community, safety, and mutual responsibility within the public interest domain.

How does 10 meters apart rank in Clapboard's archive?

10 meters apart holds a Clapboard Campaign Score of 78/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.

Who are the competitors in Government of the Republic of Macedonia's category?

In the public service and public interest category, the Government of the Republic of Macedonia competes with several key organizations. The Ministry of Health of the Republic of Macedonia leads with nationwide health awareness and prevention campaigns, while the Macedonian Red Cross distinguishes itself through humanitarian aid and community engagement. The Agency for Youth and Sport focuses on youth empowerment and social inclusion, the Ministry of Interior emphasizes public safety and citizen rights, and the Macedonian Environmental Protection Agency champions environmental sustainability and public engagement in conservation efforts.

This Government of the Republic of Macedonia campaign uses digital storytelling to drive public interest — Clapboard's Global Ad Archive.

Home >

Archive >

Public Service

10 meters apart - Goverment of the Republic of Macedonia | Clapboard Ad Archive

Other Public Service Campaigns

DISCLAIMER:

Description

10 meters apart, the digital campaign developed for the Government of the Republic of Macedonia by agency partners New Moment and Y&R in 2013, crystallizes the power of metaphorical storytelling within the public service market by tackling social issues through arresting conceptual craft. Grounded in a visual approach that Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem, the campaign makes impactful use of analogy, favoring evocative imagery over literal representation to prompt collective awareness and dialogue around societal divisions or exclusion. Eschewing the straightforwardness common to many civic communications, 10 meters apart leverages the universal language of symbolism to cut through indifference, capturing the complexities of social distance—be it physical, emotional, or ideological—without ever needing to spell out specifics. The single digital media asset at the center of the work delivered its message with restraint and creative confidence, trading in spectacle for focus and achieving resonance with both local Macedonian audiences and the international creative community. The campaign’s recognition at Cannes Lions 2013, where it took the Titanium Lion in both the Titanium and Integrated Lions categories, reflects an industry-wide affirmation of its originality and deep relevance—a rare feat for public interest work and a clear indicator of how institutional clients, when paired with the right agency partnership, can produce work that transcends policy messaging to move the creative conversation forward. Clapboard rates this 78/100. With 10 meters apart, the public sector’s mandate to educate and unite is elevated through an unapologetically creative lens, demonstrating to agencies and decision-makers that societal engagement is most effective when audiences are compelled not by instruction but by insight.