Amnesty International: Mugshot, 3

He's done nothing. He's just showing Amnesty's phone number.
Discriminating is not human. Denounce it.

Advertising Agency: McCann Erickson Portugal
Creative Directors: Diogo Anahory, José Carlos Bomtempo
Art Director: André Lopes
Copywriter: Emerson Braga
Photographer: Gonçalo Almeida

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Penguin's picture
42 pencils

Clever, probably. But not as awe-inspiring as many other Amnesty ads.

Jimmie's picture
127 pencils

Uhm, ok, anything more creative?

Skor's picture
208 pencils

I think this is great...!! A very direct attack at profiling..!

Edsard's picture
156 pencils

I don't think it's about 'Discriminating' because everybody with a plate like that in front looks like a criminal...

petek's picture
1894 pencils


theanc's picture
2778 pencils

Agreed. But I like it anyway.

entropiamonamour's picture
65 pencils

Totally agree.

adddd's picture
95 pencils

Me too.
They force a discrimination with this image. Ridiculous.

Pity. A great client, but a very weak campaign.

Saatchi Makak's picture
Saatchi Makak
248 pencils


Sharp's picture
216 pencils

Actually discriminating IS human nature. Weather we acknowledge it or not.

Anthropology and the study of evolution is one of my hobbies. I find that shit fascinating. Anyways, to make it short, discrimination or premature judgment is one of the things that kept our species alive. We would make quick judgments on other beings/species to discern weather they were threatening or non-threatening. Weather those judgments where correct or not, we did it, and still do it, consciously and subconsciously.

So don’t give me this bullshit trying to make me feel guilty for something that we do naturally and for good reason. Most of the time. Sorry this is bogus.

ivan's picture

That's correct, but this doesn't make acting with discrimination acceptable. We also get a hard on when we see a good chick down the street. But you not gonna hump her straight away, just because nature calls. We have laws and ethical boundaries in our society that helps us live in a civilized world for the happiness of all. There are many things in our caveman body that needs to be controlled with our socially developed brain.

Ivan Raszl, admin of AotW

R. Rinaldi's picture
R. Rinaldi
686 pencils


yun siang orangutan's picture
yun siang orangutan
298 pencils


Cooky1257's picture
16 pencils

To many messages loaded onto this.

Sharp's picture
216 pencils

I agree. And you’re right Ivan, the structure of civilized societies has made us adapt. Don’t get me wrong, I’m not suggesting discriminating is a good thing to do. Its wrong.

I’m just pointing out the fact that its human nature to do so weather wrong or right. We need to adjust our way of thinking and put pressure on our conscious thoughts to say “hold on, this perception my not be correct”

I just find this ad pretensions and misleading. Its showing us something that naturally we as humans would find somewhat threatening, and then saying “YOU’RE DISCMINIATING” and I’m not talking about race or ethnicity here. Show me the same black person, well dressed, and not in a mug shot scenario and I wouldn’t feel the same way.

huzyisundead's picture
107 pencils

I think people are using Amnesty to showoff their ego more than they really care for the welfare of human beings. And that's even more tragic.

white_shadow's picture
108 pencils


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