TYRANNYBOOK by Leo Burnett Iberia Madrid for Amnesty International

TYRANNYBOOK

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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
Art Director Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros
Released April 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: AMNISTIA INTERNACIONAL PORTUGAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Entry URL: http://www.tyrannybook.com/user_home.php
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa (Leo Burnett Iberia)
Chief Digital Officer: Alfredo Laguia (Leo Burnett Iberia)
Head of Digital Production: Rodrigo Barona (Leo Burnett Iberia)
Web Developer: Monica Rocha (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Internet - Online - 01/04/2010
Describe the challenges and key objectives
We needed to convince journalists, bloggers an opinion makers to help us tell the world about this new tool in the fight for the human rights cause. This piece of direct marketing had to do that for us, even tough we didn't have a big budget.
Describe the brief from the client
Amnesty International was about to release Tyrannybook, a social media network where instead of watching your friends, you can watch your enemies. Who are the enemies? Every leader who has no respect for human rights in their territories.
Describe how you arrived at the final design
The final design was a mix between the strong visual and icons that we had for the web site, allied to a handcrafted packaging that made everyone who got it felt like they had a key role to help us spread our cause.
Give some indication of how successful the outcome was in the market
The idea spread really quickly in both online and offline platforms, thanks to the help of the people who got the packages, and the ones who heard about the cause from them.