It's the most  SELFISH time of the YEAR

The saying goes when everyone zigs, you zag. In our Christmas campaign ’Put human rights on your wishlist’ for Amnesty International we reframed the way they spoke about their gift certificates.

 

During a time when every brand and non-profit organization tells you what to give others, we wanted to tell people to wish for something for themselves. In short; by being a little selfish you can aid Amnesty International's fight for human rights.

Role: Concept, art direction

 

Since Amnesty International's work is based on the United Nation's Universal Declaration of Human Rights we could go beyond just talking about human rights and actually be specific and explore the 30 articles making up the declaration.