Type of Entry: Corporate or Brand Identity
Category: Broadcast Design & Graphics
Title: ALL AGAINST EACH OTHER
Advertiser/Client: AMNESTY INTERNATIONAL
Product/Service: HUMAN RIGHTS ORGANISATION
Entrant Company: LEO BURNETT LISBOA, PORTUGAL
Design/Advertising Agency: LEO BURNETT LISBOA, PORTUGAL
Name Company Position
Chacho Puebla Leo Burnett Lisboa Creative Director
Chacho Puebla Leo Burnett Lisboa Copywriter
Fernando Bellotti Leo Burnett Lisboa Copywriter
Bruno Ribeiro Leo Burnett Lisboa Copywriter
Ricardo Toledo Leo Burnett Lisboa Art Director
Cristina Almeida Leo Burnett Lisboa Production Director
Hugo Lage Leo Burnett Lisboa Av Producer
Mateus De Paula Santos Lobo/Animatório Director
Loic Dubois Lobo/Animatório Producer
Alberto Lopes Lobo/Animatório Executive Producer
Paulo Beto Lobo/Animatório Sound Design
Lobo/Animatório Lobo/Animatório Animation
Tura Leo Burnett Lisboa Creative Advisor
Miguel Simões Leo Burnett Lisboa Account Director
In this kind of campaign, the biggest obstacle is always indifference. People are mostly aware of the conflicts in our world, but most of them do nothing.
Describe the brief from the client:
The objective was clear and simple. Telling everyone that Amnesty is an identity that fights for human rights. Everyone's human rights. Not just a few. Everyone's. It doesn't matter sides or groups of a fight. What really matters is making sure the human rights are respected.
Description of how you arrived at the final design:
We've created an illustrated image where we can see all the conflicts that have taken place on the planet. The images all together show in detail every region in the world and its conflicts, present and past.
Indication of how successful the outcome was in the market:
The TV spot was broadcast on major Portuguese media and online. By the first week the video had more than 30,000 hits on YouTube. People realized the truth of this message and Amnesty International received more contacts than ever.
The Ambient Advert titled ALL AGAINST EACH OTHER was done by Leo Burnett Lisboa advertising agency for product: Amnesty International (brand: Amnesty International) in Portugal. It was released in the Jun 2009.