AMNESTY IPAD AD by TBWA\ Berlin for Amnesty International

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AMNESTY IPAD AD

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Germany
Agency TBWA\ Berlin
Executive Creative Director Kurt Georg Dieckert, Stefan Schmidt
Creative Director Dirk Henkelmann, Philip Borchardt, Frederik Frede
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: TBWA\BERLIN
Date of First Appearance: Apr 6 2011
Entrant Company: TBWA\BERLIN, GERMANY
Entry URL: http://www.playmediaarts.de/amnesty/
Executive Creative Director: Kurt Georg Dieckert (TBWA Berlin)
Executive Creative Director: Stefan Schmidt (TBWA Berlin)
Creative Director: Dirk Henkelmann (TBWA Berlin)
Creative Director: Philip Borchardt (TBWA Berlin)
Creative Director: Frederik Frede (TBWA Berlin)
Design: Chehad Abdallah (TBWA Berlin)
Technical Concept/Direction: Torsten Bergler (TBWA Berlin)
Programmer/Prototype: Kay Siegert (TBWA Berlin)
Account Director: Maike Schroeder (TBWA Berlin)
Account Director: Christoph Erdmann (TBWA Berlin)
Art Buying: Martina Kersten (TBWA Berlin)
Media placement: IPad Ad - Die Welt - 06.04.2011

Insights, Strategy & the Idea
One of Amnesty International’s main effort has always been abolish torture. Which remains to be a sensitive topic that most people rather choose to ignore.

Creative Execution
With the rise of mobile tablet computers such as the iPad, Amnesty International saw a great opportunity to make the audience aware of their unwillingness to face the problem, as well as to drive immediate support for the cause.

Results and Effectiveness
Not only the press echo for the Amnesty iPad Ad was overwhelming; the online sign rate for the pledges, to which the ad had a direct link, increased by 300% during the time of airing.