Amnesty International Promo, Case study DEATH PENALTY CANDLES by TBWA Paris

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market France
Agency TBWA Paris
Creative Director Remi Noel, Eric Holden
Art Director Philippe Taroux
Copywriter Benoit Leroux
Photographer Roger Turqueti
Account Supervisor Anne Vincent
Released November 2010


One Show 2011
One Show Public Service / Collateral (Brochures and Direct Mail) - Single Bronze

Credits & Description

Category: Dimensional Mailing
Date of First Appearance: Oct 1 2010
Entrant Company: TBWA\PARIS, FRANCE
Account Supervisor: Anne Vincent (TBWA\PARIS)
Account Manager: Anne-Laure Brunner (TBWA\PARIS)
Creative Director: Eric Holden (TBWA\PARIS)
Creative Director: Rémi Noel (TBWA\PARIS)
Copywriter: Benoit Leroux (TBWA\PARIS)
Art Director: Philippe Taroux (TBWA\PARIS)
Art Buyer: Barbara Chevalier (TBWA\PARIS)
Art Buyer: Dorothee Dupont (TBWA\PARIS)
Photographer: Roger Turqueti
Media placement: TV CAMPAIGN - TF1 - 1 OCTOBER 2010

Describe the brief/objective of the direct campaign.
In November 2010, the UN were supposed to vote for a moratorium on the death penalty.
Amnesty international had to take a stand and shed light on this issue so that people would get involved and put some pressure on their governments.

Target Audience: journalists and politicians.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Stakeholders experienced their influence on this matter: they could spell death for death penalty by lighting up the candle and letting the electric chair melt into oblivion.

Signed « Death to the death penalty », the candles in the shape of an electric chair – coming alongside the prints & TV of the campaign have been sent to politicians and journalists all over the world.

Explain why the creative execution was relevant to the product or service.
Concept: let people spell for death the death penalty by letting them light up a candle in the shape of an electric chair.

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 media cover has been great. Thanks to the journalists that lit up the candle live, 11,5 million people have been exposed to the issue.

As fallouts of the initiative:
- the president of Amnesty International has been invited to present the whole campaign in the news cast of the leading channel in France.
- 15 countries have deployed the campaign locally, a first for the Amnesty international network.

On the 11th of November 2010, the UN has voted the moratorium against the usage of death penalty all over the world.