Product Design Lions > Consumer Goods

FREEDOM CANDLES

OGILVY & MATHER LONDON, London / AMNESTY INTERNATIONAL / 2014

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Images
Case Film
Supporting Images

Overview

Credits

Overview

BriefExplanation

Amnesty International fights human rights violators all over the world. This year, their campaigning efforts are focused around three key issues: Wrongful Imprisonment and Torture, Arms Trade, and Women’s Sexual Rights.

ClientBriefOrObjective

Over the years Amnesty has had many victories. But they normally happen in far away places, so most people never hear the real stories about all the people Amnesty helps. Amnesty wanted to create a tangible example of the terrible injustices they fight against, that could also celebrate the lasting change they’re fighting for.

Execution

We collaborated with world-renowned vinyl artists COARSE, who are known for their meticulously detailed collector toys. Freedom Candles symbolise the three main efforts in Amnesty’s mission. But hidden inside each candle is a solid bronze statue – that symbolizes real stories of change Amnesty has created. COARSE's attention to craft brings out the emotion of both the negative situation and positive outcome. Each candle and bronze was sculpted in 3D by COARSE then poured, molded and polished by hand. An extensive search was undertaken to find the right material for the inner figure. After experimenting with several alloys and metal/resin compositions, bronze was chosen for its heat conduction as well as its aesthetic look for the final statue.

Outcome

Freedom Candles are symbols of injustice that transform into beautiful symbols of hope. Inside each candle is a message that won’t melt or fade away. Each candle contains a bronze figure that shows the difference Amnesty International and its supporters make for real people. A candle depicting a tortured prisoner melts to reveal a man reunited with his family. An assault rifle melts to reveal a pen signing an arms treaty. And a young woman, forced into sexual slavery melts to reveal a women who is free to make her own choices.

Strategy

We created Amnesty International Freedom Candles. To bring the idea to life, we collaborated with world-renowned vinyl toy artists COARSE, who are known for their meticulously detailed collector toys. The candles symbolise the three main efforts in Amnesty’s mission. But hidden inside each candle is a solid bronze statue – that symbolizes real stories of change Amnesty has created in the world. Each wax exterior and bronze interior was sculpted in 3D by COARSE and then poured, molded and polished or touched up by hand. COARSE’s attention to craft brings out the emotion of the people involved and the issues, causing the viewer to empathize with the situation on a more personal level.

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