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.

Credits

Agency:

Garbergs

Client:

Amnesty International

Digital Production Company:

YOURS

Photography:

Adamsky

Pause - The Heist

Classification: Creativity: 4,7;  Will to buy (try): 4,3;  Empathy for the Brand: 4,4

Total: 4,5

«When Peter gets fired from Pause Home Entertainment, his urge for revenge grows out of control. He decides to get back at his former boss by robbing the store. But since he doesn't want to get tied to the crime, he hijacks Pause website and puts up every detail about Pause's security system -- hoping you go through with the heist. Ready for a true cinematic experience?»

Pause Home Entertainment wants to be "robbed" by you. 
In order to promote their home cinema solutions, they launched "The Heist" campaign, where you can be part of a movie and win electronic goods as prizes.
On November 10Th the store site, pauseljudbild.com, will provide clues so as you can help a previous employee thirsty for revenge, by deactivating the motion detector and cracking the shutdown code to the laser system from 

Credits

Agency:

Akestam Holst

Client:

Pause

Creative Director:

Andreas Ullenius

Copywriter:

Joakim Labraaten

Art Director:

Petra Albrektson

Digital Producer:

Johan Eklund

Director:

Nisse Axman

Graphic Designer:

Oscar Gardo

Motion Designer:

Oskar Tornros

Web Production:

From Stockholm With Love

Technical Advisor:

Johan Albrektson

Art Director Assistant:

Kim Ihre