Amnesty International Case study FRAME OF SPEECH by Grey Istanbul

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FRAME OF SPEECH

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Turkey
Agency Grey Istanbul
Director Felix Duart
Executive Creative Director Engin Kafadar, Ergin Binyildiz
Art Director Çetin Yıldız
Copywriter Merve Selamet, Kadir Özdemir
Photographer Hakan Serbest, Korcan Atalay, Fırat Doger
Account Supervisor Omer Ustundağ
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: GREY ISTANBUL, TURKEY

Agency Production Director: Meltem Köse (Grey Istanbul)
Account Executive: Nazlı Turan (Grey Istanbul)
Account Executive: Gizem Öğren ()
Animatior/Photographer: Kerem Çakmak (F/2.8 Studio)
Photographer: Fırat Doger (F/2.8 Studio)
Photographer: Korcan Atalay (F/2.8 Studio)
Photographer: Hakan Serbest (F/2.8 Studio)
Director: Felix Duart (F/2.8 Studio)
Photographer/Director: Ozan Çakmak (F/2.8 Studio)
Agency Producer: Selim İpek (Grey İstanbul)
Account Director: Elifsu Serin (Grey İstanbul)
Account Supervisor: Omer Ustundağ (Grey İstanbul)
Art Director: Çetin Yıldız (Grey Istanbul)
Junior Copywriter: Ece Ok (Grey İstanbul)
Copywriter: Kadir Özdemir ()
Copywriter: Merve Selamet (Grey İstanbul)
Deputy Creative Director: Erdinç Mutlu (Grey İstanbul)
Executive Creative Director: Engin Kafadar (Grey İstanbul)
Executive Creative Director: Ergin Binyıldız (Grey İstanbul)



Results and Effectiveness


The outdoor campaign initiated a hashtag operation where thousands of people bombarded the Prime Minister's account. Thousands signed a declaration demanding a change in the law that was presented to the parliament. What started out as a low budget guerilla campaign, made into the news on TV, magazines and the internet. And most important of all, people, who wouldn’t find it in themselves to stand up to authority, made their voice heard.



Creative Execution


We ran a vast expedition all around Istanbul. More than 400 spots with graffitis were detected, documented and measured. Then we produced posters and stickers to their individual dimensions. They read 'Long Live Freedom of Speech' and called upon people to take action. We framed expressions on all topics - on love, politics, ethnicity, ethics, social status, teenage rebellion, peace, gay rights, illustrations, big scale, small scale, indoors, outdoors, toilet doors, corridors and everywhere else.



Insights, Strategy and the Idea


We aimed to catch people’s attention on Freedom of Expression in Turkey. We tried to highlight, encourage and attract attention to the cause. Because Turkish people are desensitised to the erosion of their freedom of speech. Artists, authors, journalists and even mp’s have been put into prison for speaking their minds. Yet no one dares to question the authorities. So, to help reframe that in their minds, we decided to reframe the most common form of self expression; graffiti.