Amnesty International DM CHILD SOLDIER by J. Walter Thompson Paris

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market France
Agency J. Walter Thompson Paris
Creative Director Eric Delva
Art Director Julie Sozansky
Copywriter Julien Foulatier
Account Supervisor Mélanie Cagniart
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Agency: JWT
Date of First Appearance: Mar 25 2010
Entrant Company: JWT, Paris, FRANCE
Entry URL:
Creative Director: Eric Delva (JWT)
Art Director: Julie Sozansky (JWT)
Copywriter: Julien Foulatier (JWT)
Account Supervisor: Mélanie Cagniart (JWT)
3D Illustration: Jean-Baptiste Massé
Media placement: Online Shop - Amnesty Website - 25 March 2010

Describe the brief/objective of the direct campaign.
One of the most important levels of fundraising of Amnesty International is paper & online shop. Each year new merchandise based on the current topics come out to enrich the shop.

One of the main topics in 2010 was the unacceptable use of children as soldiers, and Amnesty International wanted to draw attention through its online store with impactful merchandise.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We decided to illustrate this topic by a strong visual showing a child who reaches the adult size only thanks to his machine-gun. Visual entirely realized in 3D illustration, and used on various elements of merchandising on the paper & online shop of Amnesty International France.

The T-shirt was presented by AI in the textile section of their catalogue + mentioned in the “best of” products section on the promotional flyer. It was also pushed in their digital shop
130 000 catalogues + letter + promotional offer + leaflet were sent twice, in October and November 2010 to AI’s database of buyers.

Explain why the creative execution was relevant to the product or service.
This visual demonstrates that when you put a gun in child’s hands, the children become immediately adult. But war is a matter of adults, not children. So don't give a gun to a child.

This kind of visual is totally in line with the tone of Amnesty International.

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.

The Child Soldiers items started to sell very well after few weeks and reached top 10 of sales.
Most of all, the items created a strong and visual impact in the Amnesty International product range.