Amnesty International creates awareness with launch of new interactive press ad
May 4 2011, 12:07 pm | | 14 Comments
Throughoutthe world, thousands of people every year are detained and imprisonedarbitrarily without a fair trial. Amnesty International has beensuccessfully campaigning for the unconditional release of theseprisoners for the past 50 years.
To celebrate this and raisefurther awareness of their tireless work, Colenso BBDO Aucklandproduced an interactive press ad. When the reader turns the page, theyhelp Amnesty free the innocent and imprison the guilty.
Credits:
Copywriter: Tom Paine
Art Director: Sarah Frizzell
14 Comments
Very clever. They couldn’t afford the necessary media to do it for real, so they did the idea as one ad! Then when they enter it, a single page ad can mysteriously get wrongly interpreted at a four pager. Am I right?
Otherwise why would they have a line of copy and logo under the visual of the hand turning the page?
Also, even when he’s free, he looks a bit suppressed. In fact, I don’t think he looks free, he looks like he’s got a guard standing outside his cell looking in in a menacing fashion.
Like. Lots
12:35 see the May edition of Idealog magazine for the first run of the ‘four pager’. Dick.
Rubbish drawings. Lock him up again.
Thanks Dick (12.35)
You’re a very polite bloke, obviously from the higher echelons of the industry. Can you deny that the execution that’s on the blog is a one pager? Eh, can you deny that?
I assume Idealog is a mainstream publication read by the public at large. Or is it a magazine for the creative business in New Zealand?
As I won’t be able to access that mag, can you tell me of other mainstream press it will be appearing in please?
I’m with 12.35, it doesn’t look like he’s been freed. Looks like a guard is outside his cell.
The only thing that gets me off more than a good ad, is when creatives get on here to defend their work in an embarrassing and very public to-and-fro.
Nice ads guys and girls and keep up the bickering!
Sorry, in my 2.30pm post, I was actually talking to Dick from 1.27.
2:30 I’ll find out when the ad’s running if you tell me when and where yours are. I love a good Coles catalogue.
Nice work Tom and Sarah. I like working in Australia, but people do tend to get bitter about NZ charity ads. Especially clever, obviously awardable ads like this one. The bottom line is that this is a very good idea.
Also ‘Idealogue’ was ‘New Zealand business magazine of the year’ four years running – so I guess that it counts as mainstream?
It may be easier to sell good ideas in NZ, but it isn’t any easier to conceive them.
4.35
Mate, it’s fine. Not stunningly original, turning the page and ‘hey presto’, but nice. Very nice indeed.
I think it’s about time Amnesty ads tried to substantiate their claims. If a company came out and said that they weaved magic, they would be held to account. How can Amnesty claim to achieve all these outcomes? Not saying they can’t. I’m just curious. In terms of the ad, I haven’t seen it before but I have definitely seen it before.
Since when is Amnesty about punishing the guilty?
Doddsy 1. Colenso 0.