Feb 13, 2012

Amnesty International - Unlock the truth about Guantánamo

Classification: Creativity: 3,5;  Will to buy: 3,5;  Empathy for the Brand: 3,7
Total: 3,6

Amnesty International Sweden added an outdoor element to its Slide to Unlock iPad campaign to promote text message activism, in an event marking the 10th anniversary of Guantanamo Bay's opening.
In November, it erected a digital billboard in Stureplan (the 'Times Square' of Sweden) to symbolise the difference thta signatures can make. The billboard reacted simultaneously whenever someone added their 'signature' on their iPad, with the name of the person appearing automatically on the big screen and the prisoner depicted appearing to be 'unlocked'. Amnesty collected 150,000 signatures which it delivered to President Obama ahead of his State of the Union address. The campaign is by Garbergs, authors of the original Slide to Unlock campaign, and digital production studio Yours.


Amnesty International
Digital Production Company:


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