TYRANNY BOOK by Leo Burnett Iberia Madrid for Amnesty International

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TYRANNY BOOK

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Industry Human Rights
Media Promo & PR
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 Internet/Online Advertising in a Promotional Campaign
Advertiser: AMNISTIA INTERNACIONAL PORTUGAL
Product/Service: AMNISTIA INTERNACIONAL
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

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation
We created Tyrannybook. Here you don't meet your friends, but you watch your enemies. A Social network that has the power to spread information and gather people around some of the world's most important causes. The response is instantaneous. And just like any social network, Tyrannybook has shown to have the capacity to adapt, grow, influence people and share information with anyone you want. The outcome is that in this era, we need a marketing idea that is not only effective, but one that is also genuine.

Describe the success of the promotion with both client and consumer including some quantifiable results
Tyrannybook has shown to be the perfect tool to spread Amnesty's ideals and reach its core audience. It's fast, adaptable, easily accessible and has proven to be not just a tool to achieve Amnesty's goal but an example of how we can keep t our audience motivated and drive change with a single click. The number of access have increased everyday exponentially and the same goes with information exchanged and ideas displayed on the site to an ever increasing audience.

Explain why the method of promotion was most relevant to the product or service
People have become indifferent with regular advertising, specially when it relates to organizations such as Amnesty International. Nowadays, a regular print ad doesn't just reach this target audience like before. We need to promote the issues in a way that the target will relate to, as it is part of his or her daily routine. Thus, Tyrannybook, a social network to reach the masses.