Amnesty International DM, Design & Branding PORTRAITS AGAINST OBLIVION by Lowe Ginkgo Montevideo

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Industry Human Rights
Media Direct marketing, Design & Branding
Market Uruguay
Agency Lowe Ginkgo Montevideo
Executive Creative Director Diego San Roman, Sebastián Mir
Creative Director Gonzálo López Baliñas
Art Director Alvaro Diaz, Luis Meyer, Bernardo Álvarez
Copywriter Diego Acosta, Diego Almagro, Josefina Pascale
Producer Albert Stewart
Released November 2013


Cannes Lions, 2014
DESIGN LIONS Communication Design: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards SILVER

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Media: DM
Agency: LOWE GINKGO Montevideo, URUGUAY

Entrant: LOWE GINKGO Montevideo, URUGUAY
Type of Entry: Communication Design
Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Entrant Company : LOWE GINKGO Montevideo, URUGUAY
Advertising Agency : LOWE GINKGO Montevideo, URUGUAY

Chief Creative Officer: Gabriel Román (Lowe Ginkgo)
Executive Creative Director: Sebastian Mir (Lowe Ginkgo)
Executive Creative Director: Diego Román (Lowe Ginkgo)
Creative Director: Gonzálo López Baliñas (Lowe Ginkgo)
Copywriter: Diego Acosta (Lowe Ginkgo)
Copywriter: Diego Almagro (Lowe Ginkgo)
Art Director: Luis Meyer (Lowe Ginkgo)
Art Director: Bernardo Álvarez (Lowe Ginkgo)
Art: Christian Grille (Lowe Ginkgo)
Art Director: Álvaro Díaz (Lowe Ginkgo)
Producer: Albert Stewart (Lowe Ginkgo)
Account Director: Marcelo Bonomi (Lowe Ginkgo)
Director Of Photography: Carlos Porro (Qualities)
Head Of Communications: Mariana Labastie/María García (Amnesty International Uruguay)
Copywriter: Josefina Pascale (Lowe Ginkgo)
Brief Explanation:
Amnesty International elaborates an "Annual Report about the situation of Human Rights in Uruguay."
A report that demands the government to tell the truth about the 152 people that are still missing since the military dictatorship. We needed political attention about these demands on the commemorative day of the issue on a very limited budget. So we sent a special invitation to senators and deputies.
Describe the brief from the client:
Amnesty International elaborates an Annual Report about Human Rights Appeal in Uruguay and presents it around the date that the society remembers the military dictatorship in the country. A issue very few people likes to talk about.
AI needs to draw attention of politicians about its constant struggle to find the truth, justice and reparation for the 152 people still remain missing in our country.
Design Process:
We worked along with an analogue photography expert and hacked the traditional technique.
After various attempts in the dark-room with film-negatives of faces of the missing people and its dissappearing date, then copied it to photographic paper, submerged the resulting image in Developer Liquid.
Then instead of Stop Bath, water was applied (neutral pH) and then a stamp with fixer liquid containing our message.
We created portraits against oblivion and hand-delivered them to senators and deputies.
The envelopes veiled when exposed to light and by doing so, our stamped message showed up inviting them to get to know the report.
The vast majority of Senators and Deputies read the report.
Recently, the government publicly agreed to consider 5 key points suggested by Amnesty International.
Published: March 2014