Amnesty International: CHINA

Credits & Description:

Category: Best Use of Print
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: SEK & GREY
Date of First Appearance: Dec 1 2010
Entrant Company: SEK & GREY, Helsinki, FINLAND
Creative Director: Tommi Laiho (SEK & GREY Oy)
Art Director: Mikko Halonen (SEK & GREY Oy)
Art Director: Juhamatti Murtomäki (SEK & GREY Oy)
Copywriter: Tommi Laiho (SEK & GREY Oy)
Copywriter: Mikko Kaivo-Oja (SEK & GREY Oy)
Production Art Director: Minna Etsalo (SEK & GREY Oy)
Art Director: Kim Sinisalo (SEK & GREY Oy)
Copywriter: Sami Korjus (SEK & GREY Oy)
Graphic Designer/Illustrator: Tommi Vallisto (IKON Graphics)
Graphic Designer/Illustrator: Ilkka-Kristian Juopperi (IKON Graphics)
Art Director: Anu Merenlahti (Amnesty International)
Director: Frank Johansson (Amnesty International)
Campaign Coordinator, Digital Media: Ilpo Kiiskinen (Amnesty International)
Communications Planning Director: Paula Hernetkoski (Dagmar Oy)
Media placement: Image Magazine - See Attached - 1 December 2010
Media placement: Amnesty News - See Attached - 22 November 2010
Media placement: A-Media - See Attached - 22 November 2010

Insights, Strategy & the Idea
Usually Amnesty's campaigning is quite provocative. It shows violence and gives the feeling of threat. That often alienates consumers.
This time campaign had a different tone-of-voice. We made three different "festival posters"; Death Row live show, Torture Tea party and Soviet Bloc party.
It looked and felt like normal festival poster, except it wasn't. It was invitation to do harm and violate human rights. The humour was really, really black, but still catching.
Same idea was also used in outdoor.

Creative Execution
" Posters" were published in magazines, which are read by LOHAS-consumers, who are smart and they like insightful advertising.
When you turn the page after the poster, there is a new poster, but this time there is the Amnesty's sticker, which says: CANCELLED THANKS TO YOUR SMS.
It also gives instructions how to be part of the petition ring and act now.

Results and Effectiveness
Ads were the most talked, seen and remembered in every magazine they were published.