Cannes Lions

SALE OF AMNESTY CANDLES

AIR, Brussels / AMNESTY INTERNATIONAL / 2014

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Overview

Entries

Credits

Overview

Description

Just like every other year, Amnesty International takes to the streets to sell its candles.

Initially, Amnesty simply used to sell candles to raise funds. Today, however, they want to connect the benefit of purchasing a candle to all the battles Amnesty is fighting, offering the campaign depth and meaning.

The aim in terms of communication is to have people understand the symbolical value of a candle and to reinforce the sense of belonging to a community of human rights defenders. Buy buying an Amnesty International candle, you are in fact defending human rights.

Execution

In the framework of the "Superheroes don't exist" campaign, Amnesty developed advertisements, posters, radio commercials and TV commercial, as well as 4 T-shirt designs for volunteers to wear when selling the Amnesty International candles. These T-shirts are made to resemble superhero costumes, while simultaneously indicating that superheroes don't really exist but no panic, the ones who have the power to defend human right are us.

Outcome

Amnesty made €708,000 (the objective was €600,000).

A massive increase of Amnesty Volunteers.

We managed to take ordinary donations to a next, more personal level, which both benefited human rights and Amnesty International.

We also increased public awareness in terms of Amnesty's actions (and as to why Amnesty sells candles)

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