Cannes Lions

AMNESTY INTERNATIONAL

LEO BURNETT FRANKFURT, Frankfurt / AMNESTY INTERNATIONAL / 2015

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Description

Holiday Season. Time for presents. And every year we ask ourselves the same question: What gift should I give? Our Tip: Freedom through solidarity. Because all over the world there are still unjustly imprisioned people who need your help. Participate, create your own GIF and be part of a big petition for more justice. So: Please, no gifts – gif freedom!

Execution

Emails with animated GIFs used an optical illusion to generate a 3D effect, so that the prisoners appeared to be reaching out of their cells for help. Clicking on the link in the email led to a microsite with options for getting involved: with a signature – or with an animated GIF. Using the webcam and a GIF creator, people were able to create their own GIF and upload it to the page. By pushing virtual prison bars aside, people made a highly personal statement in support of freedom and became part of the greater campaign.

Outcome

Shared as Christmas Cards via social networks, the GifFreedom GIFs also invited friends and followers to take part. As a result, this year more and more people decided to place the gift of freedom under the tree, instead of presents. Thanks to this platform, Amnesty International was able to activate more donors than ever before.

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