Art Direction: Albania Perez & Gia Marino
THE CHALLENGE:
The core barrier to people engaging with Amnesty is that they don't see human rights as very relevant to their lives. Launch the campaign "Taking Injustice Personally." To build a newly defined brand ethos and build a brand strategy based on this principle.
THE SOLUTION:
Campaign bringing life to the meaning of "Taking Injustice Personally" To help them see Amnesty International as the way to do something about it.
THE STRATEGY:
-Print Ads located in windows calling for action on the premise of "Power"
-Snapchat "Taking Injustice Personally" filter using facial recognition, giving the user the ability to sign their selfie and turn it into a petition for the cause the choose to stand up for.
