Amnesty International: Internet, 2

Still there are countries that punish internet free expression. Join us, fight with us.

Advertising Agency: Unitas/RNL, Santiago, Chile
Executive Creative Director / Creative Director / Copywriter: Pancho González
Art Director: Gonzalo Muñoz
Account Manager: Alexis Sfeir

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11 comments

nepstein's picture
nepstein
197 pencils

Ich, not good at all. Amnesty International is a human rights organization, but this advertisement effectively removes the human from the equation replacing it with an emoticon. Visual puns can be effective, but not one when dealing with human rights groups. All in all this ad is not nearly as emotionally jarring as it needs to be.

JobstVonHeintze's picture
JobstVonHeintze
65 pencils

Great campaign - visually very clear, strong message and not the obvious expectable art. Like it!

nepstein's picture
nepstein
197 pencils

What exactly makes this message strong? The weak copy or the emotionally vapid imagery?

Guest's picture
Guest

The target demographic of this ad are young male and female audiences from the e-generation (for whom the freedom of internet communication is a real value). For those a smiley like the one used in the ad is a daily and common way to convey their emotion. And taking this Smiley out of context and putting it into a dirty prison cell is definetly a strong, "no-further-explanation-needed" way to communicate the clients message.

This was my point about the ad. As advertising pros we usually don't judge about the client's message itself (that's a job for journalists - at least until the message isn't contrary to common and global values of humanity) - we should only judge about how a given message is transported to the audience.

satrianee's picture
satrianee
3748 pencils

Fully agree with you. No further explanation needed.

The other one with eyes bandaged is not that obvious though.

JobstVonHeintze's picture
JobstVonHeintze
65 pencils

Target audience: young males and females from e-generation

Approach: Take a iconographic item the target demographic uses on a daily basis and put it into a different context

Achievement: Ad telling the story in a direct and strong way - no further explanation is needed.

This is what I consider a strong way to convey a message.

Prof's picture
Prof
1453 pencils

haul your filthy account self from this site, this instant. how dare you?

Quite really.

Guest's picture
Guest

no no no no no no no
your awful scam work is an affront to the tragedy of everything amnesty international works to prevent.
I promise you if you experienced first hand such punishment of free speech, you would not be doing ads like these.

everartz's picture
everartz
7589 pencils

this one has a better retouching and i totally disagree with "nepstein"

| Everartz |

silvi's picture
silvi
4172 pencils

Stop using the msn icon

Tommy G.'s picture
Tommy G.
897 pencils

The art is horrible, totally agree with the MSN avatar, never do that....
The light look fake, use a photography (with a ray of light) and blend it over a dark texture, dont use a single layer with a mask in Photoshop.
They teach that in first year in College...

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