Cannes Lions

AMNESTY INTERNATIONAL

LEO BURNETT FRANKFURT, Frankfurt / AMNESTY INTERNATIONAL / 2008

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Overview

Entries

Credits

Overview

Execution

Finding the right idea was hard enough, but implementing it proved even harder. The idea was strange, and some of the project stakeholders took a lot of persuading. In the end, however, we managed to get them on board.First step: Amnesty International obtained permission from the municipality of Frankfurt.Second step: We obtained permission from the Public Services Department of Frankfurt, which is in charge of the city streetlights. Third step: The Public Services Department gave support on technical details, and provided the special equipment needed to install the gallows at a very reasonable price.

Outcome

In keeping with our client’s modest communication budget, our promotion was very inexpensive. It was also highly cost effective: not only did we achieve more than 40,000 visual contacts every day, we also attracted TV and press reporting. More than 1 million contacts through TV and newspaper coverage. More than 20000 petitions signed.

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