Amnesty International Promo CHRISTMAS GIFT by J. Walter Thompson Barcelona

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR
Market Spain
Agency J. Walter Thompson Barcelona
Executive Creative Director Alex Martinez
Creative Director Carles Puig
Art Director Miguel Angel Rico
Copywriter Oscar Galan, Esteve Cardona
Released November 2010

Credits & Description

Category: Charities
Date of First Appearance: Dec 1 2010
Entrant Company: JWT SPAIN, Barcelona, SPAIN
Entry URL:
Executive Creative Director: Alex Martínez (JWT Spain)
Creative Director: Carles Puig (JWT Spain)
Copywriter: Oscar Galán (JWT Spain)
Copywriter: Esteve Cardona (JWT Spain)
Art Director: Miguel Angel Rico (JWT Spain)
Media placement: Microsite, Banners & E-Mailing - Online - 01 December 2010
Media placement: Print Campaign - Magazines - 01 December 2010
Media placement: Welcome Pack - Amnesty Website - 22 December 2010

Describe the objective of the promotion.
Amnesty International needed funds so as to be able to continue campaigning against human rights’ abuse.
Our challenge: to do a Members-get-Members promotional activity, encouraging current members to give an Amnesty International subscription to their loved ones for Christmas.

Describe how the promotion developed from concept to implementation.
We chose the typical gift you’re committed to at Christmas time (a pair of socks) and turned it into a gift with commitment. In conjunction with a fair trade workshop, we created some socks with designs related to injustice.

Explain why the method of promotion was most relevant to the product or service.
These socks became the welcome pack which new members would receive with their gift subscription to Amnesty. And they were the first step to Amnesty International’s Catalogue of Gifts with Commitment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We multiplied by 26 the number of members recruited in previous Amnesty International members-get-members campaigns. And we ran out of socks.