CONTEXT

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60 YEARS AFTER THE UNIVERSAL DECLARATION OF HUMAN RIGHTS, AMNESTY INTERNATIONAL BELGIQUE WANTED TO POINT OUT THAT HUMAN RIGHTS ARE STILL VIOLATED EVERYWHERE IN THE WORLD. BUT, NOT IN BELGIUM. SO HOW DO WE TRIGGER THE BELGIAN POPULATION TO ACT TO THESE VIOLATIONS? SOMETHING THEY’VE NEVER BEEN CONFRONTED WITH THEMSELVES. 

 

IDEA

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THE SOLUTION WAS SIMPLE: BY VIOLATING THEIR HUMAN RIGHTS AND SEE HOW THE BELGIAN PUBLIC WOULD REACT TO IT. WE SET OUT TO REACH BELGIANS IN THE CONTEXT OF THEIR EVERYDAY LIVES, USING WHAT APPEARED TO BE 100% AUTHENTIC GOVERNMENT LETTERS IN THE MAIL, SMS AND EMAIL MESSAGES THAT APPEARED TO BE OFFICIAL WARNINGS. A TELEVISION AND ONLINE VIDEO ADVERTISING CAMPAIGN WAS BASED ON FOOTAGE FROM HIDDEN CAMERAS, WITH EACH SCENARIO ENDING WITH THE WAKE UP CALL: “HUMAN RIGHTS STILL NEED YOU TO DEFEND THEM. WAKE UP HUMANS!”

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CREATED BY BLONDIAU & AIR

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CREDITS

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CONCEPT PROVIDERS: JORIS LUYTEN & SOPHIE DE PLECKER

CREATIVE DIRECTOR: VERONIQUE SELS

 

CLIENT: AMNESTY INTERNATIONAL