GPS by Grey Mexico for Amnesty International

GPS

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Industry Charities, Foundations, Volunteers, Human Rights
Media Film
Market Mexico
Agency Grey Mexico
Director Samuel Ríos Y Valles
Copywriter Javier Echevarría, Breno Riviere-Guimaraes Cotta
Designer Ricardo Montes De Oca
Production Comon Pipol
Released October 2011

Awards

One Show 2012
One Show Experiential Advertising / Installations Merit

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: GREY MEXICO
Creative Vice President: Andres Martinez (Grey Mexico)
Executive Creative Director: Breno Cotta (Grey Mexico)
Copywriter: Breno Cotta (Grey Mexico)
Copywriter: Javier Echevarria (Grey Mexico)
Agency Producer: Esau Vazquez (Grey Mexico)
GPS Phrase Writer: Sergio Fernandez (Grey Mexico)
GPS Phrase Writer: Esau Vazquez (Grey Mexico)
Designer: Ricardo Montes De Oca (Grey Mexico)
Executive Producer: Arturo Fernandez (Comon Pipol)
Director: Samuel Rios (Comon Pipol)
Media placement: Ambient - 10 Days - Mexico City Streets - 19 December 2012

Describe the brief/objective of the direct campaign.
The problem. 4 out of every 10 women are mistreated every day. Verbal abuse destroys their self-esteem and takes away their freedom. People need to know, and we need people to take action, to achieve harsher laws and fewer mistreated women.
That was what Amnesty International asked us to do.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea: making people witness verbal abuse, with the help of 10 female taxi drivers and a modified GPS. We modified a GPS with the voice which gave directions offensively to the female driver.

Explain why the creative execution was relevant to the product or service.
The passengers were shocked when they got out of the cab and a flyer explained them that they had witnessed an abuse. Asking their support to stop the abuse with signatures and entering Amnesty’s website.

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 results. 4,000 signatures in 10 days, 4,000 signatures closer to changing the laws and strengthening their implementation. Helping women take back their dignity.