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: Digital Design – Websites & Online Advertising
Advertiser: AMNISTIA INTERNACIONAL PORTUGAL
Product/Service: AMNISTIA INTERNACIONAL PORTUGAL
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
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 developed Tyrannybook, a social network where you don't watch your friends, but your enemies. Who are the enemies? Every world leader who has no respect for human rights. The challenges and objectives were to come up with a design that was at the same time interesting but familiar to social media users.

Describe the brief from the client
To increase Amnesty International and the human rights cause's presence on the Internet.

Describe how you arrived at the final design
We made Tyrannybook's design similar to other social networks. After all, users had to quickly understand what it was about, and find it easy to interact with. But the visual has a twist, since here we're not talking about friends, but enemies.

Give some indication of how successful the outcome was in the market
By the second day after launch, Tyrannybook had more than 2,000 registered users, almost 250,000 page views and over 3,800 results on Google, which ended up generating even more traffic to Tyrannybook, and has given Amnesty International much more strength on the web.