Cannes Lions

ORGANISATION FOR HUMAN RIGHTS

MICHAEL CONRAD & LEO BURNETT, Frankfurt / AMNESTY INTERNATIONAL / 2003

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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

We wanted to draw attention to these human rights violations, not once but frequently or better still, daily. The ideal time was the pre-Christmas period, when people are more open to the problems of their fellow men. In keeping with the time of year, we developed an advent calendar, the doors of which open to reveal descriptions (and in some cases pictures) of victims, their fates, and the methods of torture. With this admittedly shocking approach, we wanted to confront people with circumstances that are inhuman, yet absolutely true. The appeal for donations behind the 24th window asked readers to continue the job of doors by supporting the work of AI.

Execution

This idea originated in the creative team.

Outcome

The advent calendar was available free of charge at selected stores, and mailed to AI members and other interested parties. In addition, more than 1,000 copies went out to managers and directors of major companies. The action was a great success: some companies even opted to forego the usual staff Christmas presents in favour of a donation to Amnesty International.

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