Mugshot, 3

May 2008

Print advertisment created by McCann, Portugal for Amnesty International, within the category: Public Interest, NGO.

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

Comments (17)

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Saatchi Makak's picture
Saatchi Makak
Activity Score 246


Penguin's picture
Activity Score 42

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

Jimmie's picture
Activity Score 127

Uhm, ok, anything more creative?

Skor's picture
Activity Score 208

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

Edsard's picture
Activity Score 156

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

petek's picture
Activity Score 1894


theanc's picture
Activity Score 2783

Agreed. But I like it anyway.

entropiamonamour's picture
Activity Score 65

Totally agree.

adddd's picture
Activity Score 95

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
Activity Score 246


Sharp's picture
Activity Score 216

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.

R. Rinaldi's picture
R. Rinaldi
Activity Score 686


yun siang orangutan's picture
yun siang orangutan
Activity Score 298


Cooky1257's picture
Activity Score 16

To many messages loaded onto this.

Sharp's picture
Activity Score 216

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
Activity Score 107

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
Activity Score 108