DHONDUP'S STORY by Leo Burnett Iberia Madrid for Amnesty International

DHONDUP'S STORY

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Industry Charities, Foundations, Volunteers, Human Rights
Media Design & Branding
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Illustrator Emiliano Pozzi
Released April 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 27 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Chief Creative Officer: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Director/Script Writer/Animator/Creative Director: Oliver Durant (Captive)
Creative Director/Animator: Bruna Guerreiro (Captive)
Copywriters: Oliver Durant/Bruna Guerreiro/Luciana Cani/Thiago Carvalho/Thiago Arrighi/Jaime (Captive & Leo Burnett Iberia)
Illustrator: Emiliano Pozzi (Magnet Reps)
Contributing Animators: Mathias Hoegg/Anne Calandre
Sound Track Producer: Leon Dixon-Goulden (Adelphoi Music)
Music Composer: Jamie Masters (Adelphoi Music)
VO Producer: Crsitina Almeida (Leo Burnett Iberia)
VO Actress: Adelaide de Sousa (Indigo)
Media placement: Web - Amnesty Internet Website - 27/04/2011
Media placement: Mobile - Voice Mail - 27/04/2011

Describe the brief from the client
Amnesty International developed a campaign to help bring back the voices of human rights activists who have been silenced by force. In it, people would go to their website and record one of this activists messages as voice mail. Every time someone called they would listen to a cry for help from an activist instead of a regular greeting message. Amnesty International wanted a film that invited people who didn't know the campaign yet to go to their website and be a part of it.

Describe the challenges and key objectives
The key objective was to show people what these activists are suffering, and convince them to go to Amnesty International web site and help.

Describe how you arrived at the final design
We decided the best way to convince people to help was telling them the story of one of these activists. Since he was arrested by defending the human rights in Tibet, we were inspired by Tibetan landscapes, proverbs and natural elements to arrive at the final design, and tell a real story in a metaphorical way.

Give some indication of how successful the outcome was in the market
We decided the best way to convince people to help was telling them the story of one of these activists. Since he was arrested by defending the human rights in Tibet, we were inspired by Tibetan landscapes, proverbs and natural elements to arrive at the final design, and tell a real story in a metaphorical way.
The film has helped us to tell a dramatic story in an inspirational way, helping to get more and more people to go to Amnesty International's web site and be a part of the campaign. With this film, we expect Dhondup's story to become an example, and help in the fight for the human rights.