TYRANNYBOOK by Leo Burnett Iberia Madrid for Amnesty International

TYRANNYBOOK

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: AMNISTIA INTERNACIONAL PORTUGAL
Product/Service: AMNESTY INTERNATIONAL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director: Erick Rosa (Leo Burnett Iberia)
Chief Digital Officer: Alfredo Laguia (Leo Burnett Iberia)
Head of Digital Production: Rodrigo Barona (Leo Burnett Iberia)
Web Developer: Monica Rocha (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Internet - online - 01/04/2010
Results and Effectiveness
Tyrannybook became a new medium for the human rights cause. Within its own social network, Amnesty spreads its message by asking for signatures, donations, inviting people for events and asking people to invite more friends. By the second day after launch, Tyrannybook had more than 2,000 registered users, almost 250,000 page views and over 3,800 results on Google.
Creative Execution
Instead of using social media, we created Tyrannybook, a social network of our own. Only in it you don't watch your friends, but your enemies. Who are the enemies? Every world leader who has no respect for human rights. Their evil acts are updated in real time on their profiles, so everyone knows what they're up to.
Insights, Strategy & the Idea
Social media has become the fastest way to connect with people around the world. It exponentially leaps from continent to continent with information, creating cultural movements. This was exactly the kind of platform that Amnesty International needed to spread its causes and gather volunteers to fight against injustices and for the human rights cause.