Amnesty International DM, Case study LIGHT SCULPTURE by Scholz & Friends Berlin

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing, Case study
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Photographer Jürgen Krugsperger
Account Supervisor Anna Kubitza
Illustrator Olivier Nowak
Released March 2012

Credits & Description

Category: Charities
Chief Creative Director: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Executive Creative Director: Wolf Schneider (Scholz & Friends)
Senior Art Director: Olivier Nowak (Scholz & Friends)
Senior Art Director: Jürgen Krugsperger (Scholz & Friends)
Account Supervisor: Anna Kubitza (Scholz & Friends)
Account Manager: Nicole Krumrei (Scholz & Friends)
Illustrator: Olivier Nowak (Scholz & Friends)
Photographer: Jürgen Krugsperger (Scholz & Friends)
Media placement: Installation - Martin-Gropius-Bau, Berlin - 2nd March 2012
Describe the brief/objective of the direct campaign.
From visitor of an exhibition to eyewitness: ‘We shine a light into the darkness’ – Amnesty International’s signature phrase is adapted to a light installation on the occasion of the Ai Weiwei exhibition in the Martin Gropius Bau in Berlin. A candle, the international symbol of hope and Amnesty’s figurative mark, projects a human rights violation scene onto the wall as a seemingly lifelike shadow. When a visitor steps up to the installation, changes in the lighting conditions turn them from neutral viewer to shocked eyewitness within mere seconds.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Amnesty International’s figurative mark and the international symbol for hope is a candle. An LED was fixed to the candle, which lit up a tailor-made template mounted on the wall from below. The template itself did not give any clues as to the motif – only the light and the distortion projected a seemingly lifelike human rights violation scene as a shadow onto the wall. Thanks to a change in the lighting conditions, neutral visitors were turned into shocked eyewitnesses within seconds. The installation’s message: human rights violations take place unobserved, ‘in the dark’ – until Amnesty International makes them visible and brings them to the world’s attention.
Explain why the creative execution was relevant to the product or service.
It is Amnesty International’s task ‘to bring light into the darkness’ – the organisation’s product cannot be touched or seen. Thus the installation’s aim was to adapt Amnesty International’s abstract effort to bring light into the darkness to an art installation. We created an entirely new communication channel, which reached the target group beyond the usual communication ways (charity appeals, emails, mail-outs) and touched them emotionally by making them experience a human rights violation up close. In this way, we addressed in particular an international and art-loving audience, and raised their awareness of the human-rights issue.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
More publicity for human rights! The event was extremely well received by the international visitors to the Martin Gropius Bau: on average, they spent between 2 and 3 minutes engaging with the installation. As a result of the overwhelmingly positive reception, Amnesty International is planning to expand the exhibition to various locations in Berlin museums and numerous human-rights themed light installations in the course of this year. During the event, the click rate on Amnesty International’s homepage increased significantly, as did donations.