It’s the most selfish time of the year
Concept / Art direction / Pitch
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.
Agency
Ruth
Client
Amnesty International
In addition to OOH placements on public transport we also created digital banners based on each of the 30 articles in the United Nation's Universal Declaration of Human Rights, and placed them on websites corresponding to the theme, e.g. freedom of speech on news websites.
We were able to go beyond just talking about human rights and actually be specific and explore the 30 articles.
