Amnesty International: Wake Up Humans

Advertising Agency: AIR Brussels, Belgium

Creative Director:

Copywriter:

Account Manager: Pascale Pintens



Brief:

Wake up humans! 10 December 1948: 48 nations signed the Universal Declaration of Human Rights to protect the dignity and freedom of human beings. 60 years later: Human rights are still flouted just about everywhere. No country in the world can stand up and honestly claim to respect the declaration entirely. To awake the defender of human rights that is asleep in each and every one of us, Amnesty International Belgium created a series of experiments via hidden camera, internet, posters, direct mail and mobile phone.



Creative Execution:

The campaign