Amnesty International: Archery

After the Olympic Games, the fight for human rights must go on.

Advertising Agency: TBWA\Paris, France
Executive Creative Director / Creative Director: Erik Vervroegen
Copywriter: Benoit Leroux
Art Director: Philippe Taroux
Photographer: Marc Gouby
Art Buyer: Barbara Chevalier
Account Supervisors: Anne Vincent, Tiphaine Ruault du Plessis

35 comments

roman-schwienbacher.com's picture
roman-schwienba...
1021 pencils

this is one of my favorite, expecialy because the policeman is smiling.
you expect something positiv and ten you're suprised that it is not so

Nolan's picture
Nolan
189 pencils

Agree with roman-schwienbacher. Sadly true subject.

getconnected2001's picture
getconnected2001
989 pencils

Love the whole campaign!

fen1x's picture
fen1x
471 pencils

Great!! Just great.

kshitijsalve's picture
kshitijsalve
25 pencils

Great thought. Copy could have been better.

Heaven's picture
Heaven
88 pencils

Muy ssshingon!
Wow, estos franceses sí están increíbles! Hermosa la dirección de arte, la fotografía, los temas están perfectos. Lindísimo.

worldwidejamie's picture
worldwidejamie
8 pencils

The man smiling looks like 'Kim Jung-il'

blackangel's picture
blackangel
6 pencils

Fuck the TBWA\Paris, France!

Is there anybody really know the Chinese history? If u no,pls shut up!
Is there anybody come to China ever before? If u no,pls shut up!
If you want to see the realllll China?we glad to welcome u.

I'm the one of Leoburnett\Shanghai,China!

flylee's picture
flylee
20 pencils

Supports you

flylee's picture
flylee
20 pencils

fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!
fuck TBWA,fuck France!

ironcity's picture
ironcity
55 pencils

hey flylee, what are you? 4 years old?

efox5's picture
efox5
85 pencils

Hey, there's no need to do this! I'm a Chinese but I don't like this way to solve the problem.

flylee's picture
flylee
20 pencils

putin les français Monsieur Nicolas Sarkozy, La France est une paye Bourée, C la merde !!!!!!

bestken's picture
bestken
6 pencils

i was angry when i saw tne french insulted china again and again.
i dont understand why they do that.
did you people ever come to china before?
did you really see that thing by yourself?
if dont,stop saying the rude words!
you cant jude everything just by some false photo!
im a local chinese,dont you know better than me about china?
i can swear,like that thing is never gonna to happen in china!

F10's picture
F10
6 pencils

No, No, Don’t fuck France! It is not a right way here. It is a place to talk about academe, not a place to relieve the emotion.

Let’s calm down, and talk it on an academic manner. Although I admit that it is a good art execution, there are still obvious disfigurements from the series prints ads. I’d like to say sth to my peers in TBWA France.

Dear TBWA France,

When reviewing an ad, we often ask a question firstly: who is the target audience and what is the ad objective? From this ad, it seems the target audience would be the Chinese people, because they are the direct beneficial from improvement of human rights, and they stand at the frontier pursuing human rights from their government. But why most Chinese who gave their comments here abused you? Are they ambassadors of Chinese government? No, they are ordinary Chinese advertising people. adsoftheworld.com is not popular in China, advertising people are the frequent visitors here. It is very ironic that the President of France becomes the most unwelcome by Chinese people, after he announced that he took care about the situation of human rights in China, and he would always stand with Chinese people. You do the same thing as him. You may argue that Chinese people are not your targets, you may target people from other countries. Come on ! It is more ironic than your president if you think so. How can you imagine to improve the human rights in China without the support of Chinese people? So this campaign has unclear objective with ambiguous definition of target audience.

May I admire you for your courage and conscience from such a Quixote-like ad? No, he is a knight, but you are not. In China, advertising people make advertisement based on facts, but you are not! In China, advertising people make advertisement with full sense of social responsibility and basic human moral, but you are not! In China, advertising people are pursing the independent individuality and freedom from political fetter, but you are not!

Let me tell you the facts. China has improved a lot in its human rights record. I was ever a protest demonstration organizer at Tiananmen Square when I was a young student in 1989. At least 10 years ago, I don’t dare to say that. But now I feel free to talk it, because I am not afraid being punished. According to the current Chinese laws, if any police treats his prisoner like what you demo in your ad, he will be seriously punished.

Let me tell you the social responsibility. Advertisement must be on a basis of truth. You may argue that it is not the news report, but creative concept and art executions which show your attitude. But your ad is lack of basic facts in China, while with an impact art execution. Have you really the ability to distinguish the difference between the reality of the news journal and the art execution? Do you confident that the people have the ability to well tell the difference? If not either, you are misleading the people.

Let me tell you the independence and freedom of thinking. Advertising is neither a tool of politics, nor an attachment of any dirty political purpose. But now looking at yourself, you will find you are echoing so much with your president and many clownery politicians in France!

Before I reviewed this ad, I am not sure I am a strong supporter to the Chinese government. But after reviewing it, I am definitely an opposer against any criticism to China and its government in such way.

Lastly, how can we measure your ad? Is it successful? Is it impact enough to arouse action? Yes, you may have successfully provoked Chinese people and pushed them to your opposite. In this meaning, you are successful. Besides that, this ad could only excite your creative director, your art director and art buyer, and the judges committee of the ad awards. In China, the advertising people call this self-satisfied ad as “Fei Ji Ad”. In China we call “Hit Fei Ji” as fucking. At most your ad is a “show in” ad. “SHOW IN” is a Chinese pronunciation, please follow me and speak aloud: SHOW IN. Yes, correct, “SHOW IN” in Chinese means masturbation. I am so astonished with this collectively produced masturbation ad. I am so sad for the degeneration of modern French arts and cultures. I always bear in mind many your glorious ancestors in arts and cultures, but the only persons I know in your current France are the president of France, and the Mayor of Paris. Do you admire the two? I believe neither you nor I!

So please do something which let your Chinese craft brothers admire you, not depreciate you.

If you are not quite sure or in line with me, please refer to your TBWA colleagues in Beijing, Shanghai, Guangzhou or Hongkong offices. You could ask their opinion about your ad. I believe they will share the same with me. And of course, you could also ask them, what is SHOW IN?

Best,
F Shi
OgilvyOne Beijing Office, China
f.shi@ogilvy.com

flylee's picture
flylee
20 pencils

Supports you

sackedar's picture
sackedar
8 pencils

Publishing Ad in International level is the good things. This is the unregulated medium. This is very sad when your ads hurt some one county emotions or any religion. I studied chanies history during my graduation. It’s a wonderful country. As we always learn in India no one is perfect. No country is perfect but we have to build them perfect. As far French agencies who publish this ad one think is sure before going to clean another house first see how dirty is my house.
You are raising the point on human rights in Chaina but what about in France. Those Sikh community fights Second World War as French solider when Germans capture France. What you done for them. They always protesting in Paris road to allow their religion freedom and you just close the eyes as you saying that chanies rulers are doing.
It’s very bad.
Hope we can build the better future with peace and harmony.

extraboy's picture
extraboy
91 pencils

F shi,u r really something!

chineseidealist's picture
chineseidealist
9 pencils

That is ridiculous - "Before I reviewed this ad, I am not sure I am a strong supporter to the Chinese government. But after reviewing it, I am definitely an opposer against any criticism to China and its government in such way."

If that is true, I have to say that ad is powerful!

"let me tell you..."
"let me tell you..."
"let me tell you..."

"we"... "we"... "we"....

"human rights" is politics?

"echoing so much with your president" is automatically "shameful"? Do I hear the echo in your comment? :-)

And masturbation? what are you talking about???

Chill...

huangdenggui's picture
huangdenggui
4 pencils

Chineseidealist---You must know F.shi is working in an company which Chinese Government is their Biggest customer and their business is depends on Chinese Government. It is the first fact.

Another fact is in China so many people don`t know the fact themself because of the control of press, the media, the internet..... As the 6.28 Wengan incidents showed, our government told the world clearly: Most Chinese people don`t know the truth.

As most people don`t know the fact, I also don`t have any Evidence to proof that the Chinese Police or other office abuse the prisoner. But The The ACCEIDENT happened in the police station of Shanghai Zhabei on July 1st let me deeply believe that that brave young men was ever abused by the police. I have relatives also be abused by the police.

I agree that China is more open and better than 10 years ago in SOME area. But in some area it becomes worse.

Don`t be surprised that MANY Chinese are angry. Because they don`t know the fact. They even can not visit the website of AMNESTY INTERNATIONAL.

F.shi----you are an oranizer in 89.64? It is very ironic. I know I am 10 years younger than you. you know much more but it not means you know the fact or you should be respected.

There are MANY angry chinese young people here and much more in the Chinese website. everyone can see their performance. but not everyone know what kind of education systerm cultivate them.

It will not make people respect CHINA. your commonts looks Objective.But you didn`t tell the truth. With the morden communication technology we can know the fact more easily. People no need to visit China can also know more truth than the people who live in CHINA.

wufengscl's picture
wufengscl
2 pencils

中国有句话叫做"是药三分毒",有时候用过量了不但治不好病人,还会害了病人。
中国还有句话叫做"对症下药",虽然都是胃病,但他胃热,你却给他胃寒的药,他只会病的越来越重.
西方有"心理疗法",鼓励病人调动自身的肌体来抵抗病魔,其实现在中国也很需要。

多一丝鼓励,少些许批评,谢谢。

sackedar's picture
sackedar
8 pencils

Publishing Ad in International level is the good things. This is the unregulated medium. This is very sad when your ads hurt some one county emotions or any religion. I studied chanies history during my graduation. It’s a wonderful country. As we always learn in India no one is perfect. No country is perfect but we have to build them perfect. As far French agencies who publish this ad one think is sure before going to clean another house first see how dirty is my house.
You are raising the point on human rights in Chaina but what about in France. Those Sikh community fights Second World War as French solider when Germans capture France. What you done for them. They always protesting in Paris road to allow their religion freedom and you just close the eyes as you saying that chanies rulers are doing.
It’s very bad.
Hope we can build the better future with peace and harmony.

extraboy's picture
extraboy
91 pencils

中国同胞们,被误会和被侮辱,是一件你无法逃避的事情.每天都在发生.这就是真实的世界.
对于这些误会,可以辩解,可是又何必动怒呢?这样和网路上那些流氓愤青又有什么区别?只会让别人觉得我们十分十分的粗鲁,而且问题并没有得到任何解决.

Genghis's picture
Genghis
10 pencils

I think we're all missing a point here. Amnesty International as the client who approved these ads have a a charter and that is to expose and bring to attention abuses committed worldwide by governments. I've seen AI adverts on Guantanamo, Mugabe, Burma, etc... and no one can deny the governments of these countries commit human rights abuses. It's is not TBWA who briefed in and requested these adverts to be made and I don't think anyone can say outright that as an agency it's their responsibility to communicate or convince the client to communicate the message a different way. The brief would have very simply said 'make an ad that reminds people what goes on behind the scenes and will go on after the olympics', and in this, I believe TBWA have answered the brief.

I've shown these ads to other non-advertising people who I believe are relatively well versed in world politics and news, and they share the same sentiment. The ads do exactly what they are supposed to, which is to remind the target audience (the world at large, through whom indirectly AI hopes to influence and change the opinions of China's leaders) not to forget that abuses occur, notwithstanding the (probably guaranteed) success of the forthcoming Olympics. Our Chinese 'advertising brothers' are taking the point too seriously. Can they honestly deny human rights abuses happen in China? This is not an attack on the Chinese people or China, but a reminder that a system exists there which allows abuses to happen. And lets be very CLEAR here, Amnesty International does not attack specific COUNTRIES. They let the world know of abuses committed worldwide. China just happens to be in the spotlight at the moment because of the forthcoming Olympics. There was no way this type of message wasn't going to go up - whether through AI or someone else - as this is practically the mantra of activists and human rights NGO's worldwide, including in China.

I'm sorry but the western world view is currently what is shown in these series, and from documentaries, articles, features, etc.. that have featured on media recently, these will be and are well understood by the masses out here. Our colleagues at OgilvyOne China need to put national pride aside and take in the bigger picture. This 'generalised' and perhaps naive (although some would say effective) view is based on the Govt of China, not its people or culture which is well admired and respected by most.

Peace.

priyanthavij's picture
priyanthavij
66 pencils

good shot from VervroeGUN.

chineseidealist's picture
chineseidealist
9 pencils

I am a Chinese. I am surprised by how angry many Chinese are when they perceive other people of the world are airing their dirty laundry. Let's imagine there is an ad about prisoner abuse in US Guantama Bay. Most Americans will not get really, really pissed off even if they love their country as well. That is probably because they believe they are not "know-it-all".

Somehow many Chinese learned from somewhere that they are "EVERY" Chinese and they know the "truth", which is ridiculous on both accounts. I am in advertising industry in US as well. However, I will not vouch for the US that prisoner abuse is not happening just because I have a good life in Manhattan. Read how many Chinese advertising staff are claiming that they "know" the truth because they never see it. (That logic hurts).

In my mind, this ad is not about Chinese or China. It is an ad for the ideal of individual dignity, liberty, and freedom. Just because you work in Chinese ad industry, doesn't mean you are the "know it all". Just because China has improved tremendously, doesn't mean that evil is OK. (and don't tell me there is no evil in China; or I should check US first.)

jsptrck404's picture
jsptrck404
437 pencils

very well put.

| think small |

FrankChen's picture
FrankChen
18 pencils

Insulting these mother fuckers is not insulting china, it is so clear. Those who are pissed off by this ad., if you truely love those mother fuckers, at least don't pretend to be spokesmen for all chinese, pls!

samuelcarlos's picture
samuelcarlos
110 pencils

China tortures and murders innocent people. Hence the ad. If you're offended you should be.

della-yang's picture
della-yang
21 pencils

I don't think they have ever been to China. How do they konw about the real China? From the western media or ethnic Chinese in western countries? Come on, don't be so naive.

Guest's picture
Guest

I am a chinese who have opportunity to look around the world, I am not an ad guy, just wanna say sth as an audience~~ exactly you have right to say anything about human right in china, whatever positive or negetive,or it may hurt dignity of chinese people...as long as what u r saying is the fact. I believe Chinese have the cultivation to listen, to think about it...But the problem is thats nothing related to Olympic Games!! I have to admit there is lots of room for us to improve at this point, but could you definitely say u guys doing perfect? lets put down any discrimination, just keep silent and do what u can do...

Guest's picture
Guest

how to be prout of the china gouvernment , all is control ,it's nooot goood

A stranger abroad's picture
A stranger abroad
427 pencils

Do these guys want to lose their license to operate in China?

Guest's picture
Guest

怎么有这么多闲的”蛋疼“的中外网民,为这么个”愚蠢“的东西争论。。。
不要跟”白痴“争论问题,因为他会把你的智商拉到和他同一水平。来证明他做的是对的?

省省吧,外国佬!!!管好自己的嘴,随意的侮辱,肆意的诬陷。那可不是人权!
只会被我们当小丑看笑话,呵呵!!!

namlondon's picture
namlondon
31 pencils

Don't really know what to say. It's cruel.

Shiply on Smarta.com

Log in or register to post comments