Cannes Lions

INTERNATIONAL HUMAN RIGHTS

LEO BURNETT IBERIA, Lisbon / AMNESTY INTERNATIONAL / 2010

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Overview

Entries

Credits

Overview

Description

Amnesty International created a social media of its own. But on Tyrannybook, you don't watch your friends. You watch your enemies. Who are the enemies? Every world leader who has no respect for the human rights. Their evil acts are updated in real time, so you get to know what the tyrants are up to. With Tyrannybook, people can follow the tyrants, make allies, exchange links, pictures, videos and much more. And of course, invite more people to join. After all, the more people we have watching, the more these tyrants will realize that their evil acts are not going unnoticed.

Execution

On it's release date, our first target was hit by the news. After that, things automatically started to spread, generating huge amounts of traffic to the website.

Outcome

By the second day after launch, Tyrannybook had more than 2.000 registeredusers, almost 250.000 page views and over 3.800 results on Google.

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