Amnesty International Design & Branding The Redactivists by Ogilvy & Mather Hong Kong

The Redactivists

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Industry Human Rights
Media Design & Branding
Market Hong Kong SAR China
Agency Ogilvy & Mather Hong Kong
Chief Creative Officer Reed Collins
Creative Director Mike Pearson, Andy Reynolds
Art Director Stratos Efstathiou
Junior Art Director Vivian Lam
Photographer Lucy Mcnally
Released February 2017

Awards

Cannes Lions 2017
Design Communication Design: Brand Collateral Bronze Lion

Credits & Description

Title: The Redactivists
Agency: Ogilvy & Mather Hong Kong, Brand Union
Brand: Amnesty International Hong Kong
Country: Hong Kong
Entrant Company: Ogilvy & Mather Hong Kong
Advertising Agency: Ogilvy & Mather Hong Kong / Brand Union, Hong Kong
Chief Creative Officer: Reed Collins (Ogilvy & Mather Group Hk)
Creative Director: Mike Pearson (Ogilvy & Mather Group Hk)
Creative Director: Andy Reynolds (Brand Union Hk)
Senior Designer: Gianluca Crudele (Brand Union Hk)
Senior Designer: Kitty Chan (Brand Union Hk)
Art Director: Stratos Efstathiou (Ogilvy & Mather Group Hk)
Junior Art Director: Vivian Lam (Ogilvy & Mather Group Hk)
Head Of Creative Technology: Craig Mason (Ogilvy & Mather Group Hk)
Photographer, Videographer: Lucy Mcnally (Ogilvy & Mather Group Hk)
Senior Strategist: Angus Chow (Ogilvy & Mather Group Hk)
Senior Strategist: Chloe Yung (Ogilvy & Mather Group Hk)
Strategist: Karis Cheng (Brand Union Hk)
Illustrator: Vincent Wong (-)
Outcome:
The bookstore sold out in two days, putting over 1000 pieces of branded protest art into the homes of passionate Hong Kongers. Through this and other endeavours, including selling limited edition art from Vhils, Shephard Fairey and more, the campaign raised over a million dollars in total.What’s more, we got Hong Kong behind Amnesty in previously unheard of numbers.The redaction of Hong Kong Free Press reached over 3.5 million people (half the population of Hong Kong) and the Reddit thread for the campaign is in the top ten most popular posts of all time, only slightly behind the world famous Umbrella Revolution of 2015.But most importantly, we reminded people that the censorship remains as strong as ever, and that everyone needed Amnesty’s help to keep fighting it.
Strategy:
Hong Kong is fiercely independent when it thinks that is rights are being infringed.When the booksellers were first abducted, the city staged protests and marches. However over time this died down.But the oppression did not. We used the Bookstore as an opportunity to re-ignite the fight for Freedom in this proud city, by actually showing them what could happen if Freedom of Expression is oppressed.
Synopsis:
People in Hong Kong understand that Amnesty does great work. But they see it as far away, and fighting issues that don’t pertain to them. We needed to remind the people of Hong Kong that Amnesty is fighting every day right on their doorstep, for freedom of Expression. Something that is rapidly being taken away, even though they don’t realise it. In fact, in the last year 5 booksellers have been abducted by the government for selling controversial literature, and only 4 have returned. We needed to put Amnesty and Freedom of Expression, top of mind for Hong Kong.
Execution:
We created the Amnesty Bookstore, stocked with our own unique redacted books.The bookstore was located in Lan Kwai Fong, the epicentre of Hong Kong’s social scene, drawing a crowd daily through its location. Inside the store, the posters and collateral drew people into the concept and helped entrench the message.The posters also appeared at several other Amnesty events themed around freedom of expression.Our digital media spread across Amnesty and its many supporters and we even redacted the entire Hong Kong Free Press website for a day, leaving 3.5 million readers angered, but galvanised in their support of a cause they now fully understood the power of.
Campaign Description:
In October 2016, five Hong Kong booksellers were abducted for selling controversial books. Only 4 have returned.To prevent this kind of oppression, we needed to get Hong Kong behind freedom of expression.So we did the unthinkable, publishing our own controversial literature and selling it.With one small difference, it was all redacted. We partnered with artists and students to manually redact over 1000 books, creating protest art pieces, which also went on sale. Typographic posters of Basic Law article 27, which protects expression, were dissected to reveal voices of dissent – including booksellers and Edward Snowden.We even censored the Hong Kong Free Press website for a day, all of which gave people a chilling reminder of what could happen should freedom of expression vanish.Every freedom needs a fighter, and Hong Kong has Amnesty International.