Amnesty International Case study THE LAST MEAL: RESTAURANT by DDB Puerto Rico

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THE LAST MEAL: RESTAURANT

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Industry Charities, Foundations, Volunteers, Human Rights
Media Case study
Market Puerto Rico
Agency DDB Puerto Rico
Director Carlos García-Janini
Creative Director Leslie Robles
Art Director José Miguel Rivera
Copywriter Gabriel Rios
Producer Ive Negrón
Editor Jose Cintron
Released June 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: DDB LATINA PUERTO RICO San Juan, PUERTO RICO
Chief Creative Director: Enrique Renta (DDB Latina Puerto Rico)
Creative Director: Leslie Robles (DDB Latina Puerto Rico)
Art Director: Jose Rivera (DDB Latina Puerto Rico)
Copywriter: Gabriel Ríos (DDB Latina Puerto Rico)
Vp Managing Director: Edgardo M Rivera (DDB Latina Puerto Rico)
Planner: Marisa Pujals (DDB Latina Puerto Rico)
Editor: Jose Cintrón (1/4 Productions)
Sound Engineer: Carlos Rivera (1/4 Productions)
Digital Project Manager: Janette Robles (DDB Latina Puerto Rico)
Producer: Ive Negrón (1/4 Productions)
Vp Production: Loren Li Ortiz (1/4 Productions)
Director: Carlos García (Freelance)

Results and Effectiveness

3.5 million non paid local media impressions
• 6.6 million social media impressions
• Total of more than 10 million impressions
• 400% increase on Twitter mentions
Action:
• Our goal of signatures supporting the petition to the US Attorney General
was reached and surpassed within a month.
• On April 10th 2013 Puerto Rico´s leading newspaper reports a 57% opposition to the death penalty.
• On March 23rd 2013 a Puerto Rican Grand Jury declines the death penalty on the federal case against Alexis Candelario. it was the last meal of a wrongfully executed man.

Creative Execution

The media team negotiated with a restaurant who allowed us to fully implement the idea.

Insights, Strategy and the Idea

Puerto Rico was facing the posibility of applying the death penalty to a criminal case.
Escalating crime rate was shaking people’s stand against capital punishment.
People over 21 years who are exposed everyday to situations that happen not only close to them but around the world. This tend to help them form an opinion and express themselves in favor or against them.
To put the audience in the place of a death row inmate having a last meal.
It created a space of reflection and an aperture for Amnesty International to communicate the atrocity the is the death penalty.