Amnesty International Promo, Case study 50 YEARS by La Chose

50 YEARS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market France
Agency La Chose
Director Wilfrid Brimo
Art Director Guillaume Ganty
Copywriter Victor Sidoroff
Producer Claude De Fayolle
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LA CHOSE
Date of First Appearance: Apr 4 2011
Entrant Company: LA CHOSE, Paris, FRANCE
Co-Founder/Creative Director: Pascal Grégoire (La Chose)
Copywriter/Account Supervisor: Mickael Krikorian (La Chose)
Copywriter: Victor Sidoroff (La Chose)
Art Director: Guillaume Ganty (La Chose)
TV Producer: Nicolas Buisset (La Chose)
Producer/Code: David Papazian (Mobigame)
Graphic designer: Matthieu Malot (Mobigame)
Director: Wilfrid Brimo (Wanda)
Producer: Claude Fayolle (Wanda)
Director Of Photography: Nicolas Loir (Wanda)
Media placement: TV - Canal+ - March 8th, 2011
Media placement: Theaters - Screenvision - April 4th, 2011
Media placement: Web - Youtube - April 4th, 2011
Media placement: IPhone - App Store - April 4th, 2011
Media placement: IPad - App Store - April 4th, 2011

Insights, Strategy & the Idea
The objective was to raise awareness among the public about the major role they play in the defence of Human Rights, and to tempt them to join the fight of AMNESTY INTERNATIONAL.
The idea was to show that everybody can defend Human Rights.

Creative Execution

To reach as many people as possible, we launched a film on TV and in theatres that put the public at the heart of the campaign and of the message. Then we released an interactive experience by creating an iPhone/iPad app to raise money through the App Store.
For the first time we used the App Store to raise money with a non traditional donation system.
To launch the app, we released a trailer on the internet, backed by strong PR activity.

Results and Effectiveness
It was the first time AMNESTY INTERNATIONAL launched a film AND an interactive experience for the same campaign. The fact that the message was broadcasted through several media helped a lot to deliver the message, to raise awareness, and to make people act. A lot of positive feedback was received and expressed through social networks and it was a true revolution for AMNESTY INTERNATIONAL.