Cannes Lions

The other side of the medal

OGILVY AMSTERDAM, Amsterdam / AMNESTY INTERNATIONAL / 2017

Case Film
Film
Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Insight: 'While athletes were running for gold, thousands of locals were running for their lives'.

Prior to and during the 2016 Olympics, Amnesty’s film confronted people with ‘the other side of the medal’.

In the beginning, the viewer believes to be watching the start of an Olympic 100-meter sprint. Close-up shots of athletic limbs dressed in sporting clothes are misleading him or her.

But, as the film progresses, various details seem to be off: shoes that are worn out, stained clothes, the eyes of the runners filled with fear. Zooming out, we discover that they’re not running for glory, but for their lives.

Execution

Amnesty provided us with the stories of mostly young black men that have lost their lives due to excessive police violence, prior to and during the 2016 Games. We created a metaphorical film that bears a strong resemblance to the Olympic 100-meter sprint.

*Because we were working for a non-profit organization with a very limited budget, we had one shooting day, that consisted of 13 hours.

Outcome

The campaign was extremely visible. By putting the spotlight on excessive police violence in Rio, Amnesty started an international conversation. The discussion was picked up by major news outlets such as Al Jazeera, The Guardian and The Huffington Post. Moreover, different media organizations moved by the film broadcasted it for free online and in cinemas.

Amnesty received over 31.000 signed petitions, more than 400.000 euros worth of free publicity were earned and close to 30 million people were reached worldwide.

All in one week.

Similar Campaigns

12 items

Hope to wear

ARTICUL MEDIA LTD, Moscow

Hope to wear

2021, LIZA ALERT

(opens in a new tab)