UNLOCK THE TRUTH ABOUT GUANTANAMO by Garbergs Annonsbyra for Amnesty International

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UNLOCK THE TRUTH ABOUT GUANTANAMO

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Industry Charities, Foundations, Volunteers, Human Rights
Media Film
Market Sweden
Agency Garbergs Annonsbyra
Copywriter Per Forssberg
Photographer Peter Alendahl
Account Supervisor Anna Frick
Released June 2012

Awards

Eurobest 2012
Media Best Use of Screens Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: GARBERGS Stockholm, SWEDEN
Advertiser AMNESTY INTERNATIONAL
Product AMNESTY INTERNATIONAL
Entrant GARBERGS Stockholm, SWEDEN
Type of Entry: Use of Media
Category: Best Use of Screens
Title: UNLOCK THE TRUTH ABOUT GUANTANAMO
Advertiser/Client: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Entrant Company: GARBERGS Stockholm, SWEDEN
DM/Advertising Agency: GARBERGS Stockholm, SWEDEN
Creatives: Garbergs (Garbergs)
Photographer: Peter Alendahl (Adamsky)
Retusch: Bildinstitutet (Bildinstitutet)
Repro: BT Repro (BT Repro)
Production Mobilsite: Earthpeople (Earthpeople)
Production Ipad Ad: Public Class (Public Class)
Production Digital Screen Stureplan: Yours (Yours)
Motion Grapic Designer: Adam Stjärnljus (Adam Stjärnljus)
Film Editing: Chimney Pot (Chimney Pot)
Production Chage: X Branding Nordic (X Branding Nordic)
Owner Digital Screen Stureplan/Stockholm: Atracta (Atracta)
Movie Theater: Zita (Zita)
AD: Sebastian Smedberg ()
Copywriter: Per Forssberg ()
Digital Director: Magnus Hällsten ()
Digital Producent: Niklas Bergström ()
Account Supervisor: Anna Frick ()
Account Manager: Malin Boustedt ()
Garphic design: Jacob Frisk ()

Results

More than 150.000 signatures from all over the world were delivered to President Obama. The campaign spread through more than 60,000 YouTube views, through thousands of Facebook updates, blog posts and became trending topic on twitter. Amnesty + “Slide to Unlock” generates 404,000 google hits with almost no media spend. Page visits for Amnesty Sweden increased by 68%. Sweden’s largest TV channel SVT and Sweden’s national radio SR reported about the campaign. Amnesty International Sweden has gained massive attention and a large interest from new activists since the launch of the campaign.

Creative Execution

Creative Execution
The link between cell phones being used as a means to free prisoners and the Slide to Unlock-function intuitively leads the thoughts to Amnesty’s work and what can be achieved supporting the organization.

The iconic American flag was turned into prison bars for a Guantánamo detainee. The campaign also includes cage made in the same manner in which a silent protest was held, and a big outdoor projection in central Stockholm. We created an interactive way of showing protesters the power of a signature. When you signed and unlocked the iPad, the billboard reacted simultaneously, ”releasing” the prisoner and showing your signature on the big screen.
To spread the screen wallpaper the campaign was supported by both with magazine print ads, and with iAds for iPad, which depicted the actual slide to unlock screen in a native environment. Also channels like YouTube and supportive blogs helped spread the word.


2002 the first detainee arrived at the American prison camp at Guantánamo Bay. President Obama promised more than three years ago to close the camp, and that those incarcerated there should be brought to justice. But Guantánamo still holds more than 80 prisoners captive with neither convictions nor pending trials. For the 10th anniversary of the prison camp in Guantánamo the campaign brief was to collect protest signatures.
When Amnesty International Sweden acts on something, the organization sends a message to its network of text message activists. This alerts thousands of people who can respond within seconds. Texting is a highly effective form of collecting signatures, and Amnesty has much to gain from making this method of activism known to a wider audience.
To bring attention to the anniversary we combined the ”slide to unlock”-function with the American flag. In wallpapers for iPhones, iPads and other smartphones and tablets a prisoner was locked behind the stars and stripes.