Cannes Lions

MY BODY MY RIGHTS

OGILVY & MATHER LONDON, London / AMNESTY INTERNATIONAL / 2015

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MP3 Original Language
MP3 Original Language
MP3 Original Language
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Supporting Content
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Case Film
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Supporting Images
Supporting Images
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Overview

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Credits

Overview

Description

Viewer Discretion Advised is a pre-roll campaign where the first five seconds are so intriguing that the viewer can’t resist watching the whole thing. Each film begins with a warning screen, implying that the film will contain something offensive, like bloodshed or violence. When the viewer passes the 5-second skip point, what they actually see is just an ordinary activity, like a woman driving a car, girls sitting in a classroom, a man writing a blog, or two men holding hands. The campaign shows that these seemingly everyday acts are actually prohibited and brutally punished in some parts of the world, driving viewers to take action against this injustice and support Amnesty International.

Execution

Each film in this pre-roll campaign begins with a warning screen, implying that the film will contain something offensive, like bloodshed or violence. After the 5-second skip point, the film shows an ordinary activity, like a woman driving a car, girls sitting in a classroom, a man writing a blog, or two men holding hands. The campaign shows that these seemingly everyday acts are actually prohibited and brutally punished in some parts of the world, driving viewers to take action against this injustice and support Amnesty International.

Outcome

The campaign received a remarkably high rate of view-throughs, with 81% of viewers watching to the end of the films. The click-through rate for the campaign was 444% higher than average, driving people around the world to take action and support Amnesty International.

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2018, AMNESTY INTERNATIONAL

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