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Netiquette: good manners online, in a friendly tone

Fundación Mapfre wanted to share the most important rules of netiquette, good manners online, through everyday situations and in a video with a friendly tone.

NetiquetteMotion graphics and 2D animation

Sound familiar?

If any of these lines sounds like you, this project is about you.

  1. You have to talk about good manners and nobody wants a lecture.
  2. There are several rules, and each one has to land in a few seconds.
  3. Your subject lives on screens, so the video has to feel like a screen.
  4. You want viewers to recognise themselves in the scenes, not feel singled out.

That’s where Fundación Mapfre came in.

Living together online has rules too

The internet has rules of good behaviour that make life easier for the people who use it. They’re called netiquette, and the piece gathers the most important ones in a friendly tone.

The motto is a golden rule: don’t do to anyone what you wouldn’t want done to you. On screen, that rule comes down to everyday situations: a chat, a video call, a dubious news story, an insult.

How we told it

Flat illustration with computer windows, a different background colour for each rule and chat bubbles in large type.

  1. Still from the video: a woman waves from a light blue window, and a man in pink glasses, in another dark blue window, holds a speech bubble full of angry symbols and a skull
    01

    One rule per scene, numbered

    Each rule gets its own scene, with a number in a circle and its own background colour. In this one, the first, a greeting meets a bubble of swearing drawn in symbols.

  2. Still from the video: a video call in which an angry woman and man say “¡oye!” and “¡eh tú!” (hey! / hey, you!), while a boy smiles with a phone at his ear
    02¡oye! ¡eh tú! [hey! hey, you!]

    A video call with speech bubbles

    Bubbles in large type bring the text to the front: two angry people demand attention while a third keeps chatting on the phone.

  3. Still from the video: a person holds a magnifying glass over the paper of a bearded speaker, and a red stamp reading “FAKE” appears
    03FAKE

    A magnifying glass reveals the stamp

    The magnifying glass moves over the paper the speaker is holding and a big stamp appears. The fake news story is flagged.

  4. Still from the video: a person puts a hand to their face, surrounded by angry emojis and message bubbles, while another, from a different window, removes a message with a long-handled tool
    04

    Insults, turned into emojis

    Aggressive messages are drawn as angry emojis surrounding whoever receives them. From another window, someone removes one with a long-handled tool.

Project details

Client
Fundación Mapfre
Agency
Moonbook
Project
Netiquette
Format
2D animated video
Production
Isla Studio

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