Amnesty International Case study Break the law of silence by La Chose

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Break the law of silence

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market France
Agency La Chose
Art Director Laurent Leccia
Copywriter Mickael Krikorian
Released March 2012


Cristal Awards 2012

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Agency: LA CHOSE
Co-Founder/Creative Director: Pascal Gregoire (La Chose)
Copywriter: Mickael Krikorian (La Chose)
Art Director: Laurent Leccia (La Chose)
Account Manager: Marie Victoire Nivet (La Chose)
Digital Manager: Philippe Pereira (La Chose)
TV Producer: Nicolas Buisset (La Chose)
Motion Designer: Alexandre Fort (La Chose)
Public Relations Manager: Barka Zerouali (La Chose)
Advertiser's Supervisor: Sylvie Haurat (Amnesty International)
Advertiser's Supervisor: Arnaud Humblot (Amnesty International)
Media placement: Digital Partnership - Shazam - 6 December 2011

Describe the brief/objective of the direct campaign.
Every year, Amnesty International holds a marathon of signatures to assist the law of silenceʼs victims.
This year, we created an interactive experience that turns your signatures into music notes. Every time you signed on the project site, you released a new note in ‘The Sound of Amnesty’, a hymn to freedom specially composed by the famous French-Israeli singer-songwriter, Yael Naim. Our challenge was to gather as many signatures as possible to break the law of silence.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used Shazam as an innovative media to reach as many people as possible. During the week of the project, some users of the famous music recognition app could read a powerful message: ‘Valentina Rosendo Cantu could not make herself heard either’. At that point, you were asked to break the Law of Silence.

Explain why the creative execution was relevant to the product or service.
The campaign is focused on sound and silence so we had to find an original way to deliver our message and give it strength.
Shazam, the most downloaded app in the world, is famous for recognising any music so we looked for a parallel with interesting people who cannot be heard. Shazam was therefore the best medium to allow Amnesty International to break the law of silence.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign has widely spread in the media, and people shared it massively on Facebook and Twitter. In less than 1 week, we collected over 150,000 signatures, which represents a 500% increase compared to last yearʼs results. In the end we were able to send this hymn symbolising our action to the relevant authorities so that they had no other choice but to hear our voice.