Amnesty International
From The Cannes Lions website:
Brief: The Amnesty section of Mannheim (Germany) wanted to create new and strong public interest in their town, because people often avoid the classical Amnesty information desks in pedestrian zones and shopping malls
Solution: On this briefing the agency had the idea to turn torture in to a modern art sculpture. We organised a cooperation with the Kunsthalle Mannheim and with the artist Christian Schönwälder (Dresden) who created the sculpture for us. We decided to bring the Amnesty content - the fight against worldwide torture - in the most unusual context, the biggest local Museum of Modern Art, because in art museums you’ll find people of higher education levels and income than in ordinary contexts - the profile of potential Amnesty supporters.
Results: 1. Over 7000 visitors saw the sculpture in the Museum during the first two weeks. 2. We had a large PR coverage in local and national newspapers. 3. We created PR in magazines where Amnesty normally would never get in: Art Magazines and Marketing Periodicals. 4. The clickrates on amnesty-international.de during the promotion were 16% higher than in the previous months. 5. The local Amnesty Section in Mannheim had 50% more applications for memberships right after the promotion.
Via the great Houtlust
Like this campaign? Dislike it? Discuss at AdverBox People
(4.23 out of 5)
Advertising, Guerrilla - Ambient, Social | PSA | Neuville - 2006-09-14 | Send this ad to a friend |
http://www.adverbox.com
Subscribe to Vodcast
I am an Indonesian and I can assure you that there are no hangs sentences in Indonesian prisons. These kind of ads or movies could have been misperception in people’s mind for countries like Indonesia.
Moral of the story: Do your homework before do the working
Reminds me of the work of Duane Hanson and Ron Mueck. I would have liked to have seen this one in a museum a little closer to my place. I think the impact shouldn’t be underestimated although the public is maybe already to educated to give it that extra edge. Hanging this one in bussy shopping street might educate more people (and scare the bejesus out of them ;) ).