Nelson Mandela Foundation: BEHIND BARS

Credits & Description:

Category: Ambient: Small Scale Special Solutions

Advertiser: 46664/NELSON MANDELA FOUNDATION

Product/Service: MANDELA DAY

Agency: GOTHAM

Copywriter: Dan Sheehan

Art Director: Carl Ceo

Account Supervisor: Sadie Thoma

Date of First Appearance: Jul 1 2009 12:00AM

Entrant Company: GOTHAM, New York, USA



Description of Ambient execution

July 18, 2009 was the very first Mandela Day. Charged with creating a global movement based on the principles and legacy of Nelson Mandela, who has spent 67 years and counting fighting social injustice, we appropriately asked everyone to donate 67 minutes to their communities. Our efforts to drive traffic to mandeladay.com included this poster that we could place behind the ubiquitous bars and grates around New York City. The strategic placements allowed the message to be a unique reminder that Nelson Mandela fought social injustice from behind bars, and it also served as a challenging invitation to get people involved.