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Amnesty International: iPad ad bars

In a campaign to recruit activists Amnesty International utilizes the ”slide to unlock”-function of the iPhone. Swedish agency Garbergs has created wallpapers for iPhones and iPads showing incarcerated prisoners. When unlocking the device the user unlocks the cell or chain that holds the prisoner captive. Amnesty International Sweden launches the campaign to raise awareness about the Amnesty Urgent Action Network and to get people to sign up to become SMS-activist (Texting activist). The campaign also includes ads in the iPad issue of Sweden’s largest newspaper DN, digital outdoor screens and traditional print ads. The International Secretariat of Amnesty has recently decided to promote the campaign globally. Download free wallpapers at http://m.amnesty.se/slidetounlock

Advertising Agency: Garbergs, Sweden
Art Director: Sebastian Smedberg
Digital Director: Magnus Hällsten
Digital Producer: Niklas Bergström
Account Director: Anna Frick
Account Manager: Malin Boustedt
Graphic Designer: Jacob Frisk
Copywriter: Per Forssberg
Photographer: Peter Alendahl, Adamsky
Retouch: Touchme
Repro: BT Repro
Music: Forevers's gonna start tonight, Untitled 1
Web production: Public Class / Mobiento

3 comments

andylefty's picture
andylefty
4537 pencils

Oooookay I see how it works. Very cool.
Take back what I said before. It works.
I thought you download these wallpapers for every time you lock and unlock your phone.

This makes a lot more sense.

Marcupolo's picture
Marcupolo
206 pencils

Great use of unlock button !

youngilvy's picture
youngilvy
139 pencils

Simple but subtle

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