Amnesty International Case study 50 YEARS by La Chose

50 YEARS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market France
Agency La Chose
Director Wilfrid Brimo
Art Director Guillaume Ganty
Copywriter Victor Sidoroff
Producer Claude De Fayolle
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LA CHOSE
Date of First Appearance: Mar 8 2011
Co-founder and Creative Director: Pascal Gregoire (La Chose)
Copywriter / Account Supervisor: Mickael Krikorian (La Chose)
Copywriter: Victor Sidoroff (La Chose)
Art Director: Guillaume Ganty (La Chose)
TV Producer: Nicolas Buisset (La Chose)
Producer/Code: David Papazian (Mobigame)
Graphic designer: Matthieu Malot (Mobigame)
Director: Wilfrid Brimo (Wanda)
Producer: Claude Fayolle (Wanda)
DOP: Nicolas Loir (Wanda)
Media placement: TV - Canal+ - March 8th, 2011
Media placement: Theaters - Screenvision - April 4th, 2011
Media placement: Web - Youtube - April 4th, 2011
Media placement: IPhone - App Store - April 4th, 2011
Media placement: IPad - App Store - April 4th, 2011

Describe the campaign/entry
To raise awareness and to tempt public opinion to defend Human Rights, we involve the public at the heart of the campaign and show that it is thanks to them that Amnesty International can act.

Describe how the campaign/entry was launched across each channel in the order of implementation

First we launched a film that was broadcasted on TV and in theaters and that was widely shared on the internet.
Then we launched the iPhone/iPad app on the Apple App Store, backed by strong PR activity and a viral trailer widely shared over the internet.

Give some idea of how successful this campaign/entry was with both client and consumer
It was the first time Amnesty International launched a film AND an interactive experience for the same campaign. The fact that the message was broadcasted through several media channels helped greatly in a delivering the message, to raise awareness, and to make people act. A lot of positive feedback was received and expressed through social networks and it was a true revolution for Amnesty International.