Amnesty International: DYNAMITE

Credits & Description:

Advertiser: AMNESTY INTERNATIONAL
Agency: AIR BRUSSELS
Category: Promotional Item Design
Creative: Antoinette Ribas (Air Brussels)
Creative Directors: Gregory Ginterdaele (Air Brussels)
Account Manager: Julie De Smedt (Air Brussels)
Creative Directors: Marie-Laure Cliquennois (Air Brussels)
Client: Philippe Hensmans (Amnesty International)

Implementation
The red candle has been the symbol of Amnesty International for many years.It take a long time to burn such a candle, you don't need to buy another candle every year,but the candle is not only a candle, it's the symbol of the fight of Amnesty International.It was about how to sell more candles and at the same time, to give the impression to customers that they buy much more than a candle.So,this year we decided to present the red candles differently. In bundles, like dynamite sticks...By simply strapping together three or five candles with tape.

Outcome
By simply strapping together three or five candles with tape, we achieved a very big impact at a very small cost. Indeed, the iconic red candles sold out in less than two days and overall, sales went up by 5% compared to last year.Together we will make more noise!

Client Brief Or Objective
Every year in December, the challenge for Amnesty International is the same :How to sell more candles?

Brief Explanation
The challenge was to sell more candles and to create awareness on Amnesty International fights. Also, to make noise around the sale of a candle.Together we will make more noise.