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Burma

文案cnen
The power to free Burma's political prisoners is in your hands.
基本信息
行业: 公益与非盈利组织
媒体:互动
风格: Minimalism
说明cnen
Describe the brief from the client:
In 2010, Burma held its first elections in 20 years. These elections would have been meaningless if more than 2,100 political prisoners remained locked up in Burma’s squalid prisons. Human Rights Watch created a campaign calling for the release of these innocent prisoners by utilizing added pressure from the public and the United Nations.
Creative Execution:
A giant installation (7’x 18’) was built at New York’s Grand Central Terminal. The installation featured a massive mock prison with 200 miniature cells and 2,000 pens in lieu of cell bars. Visitors could remove the pens to symbolically free the prisoners, and then use the pens to sign an onsite petition calling for their release.
Describe the creative solution to the brief/objective.
It was the right time to put the spotlight on Burma and the plight of the prisoners languishing in Burma’s jails. Awareness of the elections in Burma was low among many people in the United States and across the globe. HRW needed to gain the attention of the media, the world leaders and the prisoners’ captors. This hinged upon the success of engaging the public in Grand Central Terminal’s Vanderbilt Hall. The challenge was to do this in a way that would get jaded commuters to stop, listen and take action. A leaflet was handed out with further details of the campaign.
Describe the results in as much detail as possible.
In less than 12 hours, tens of thousands of signatures were collected from people of 86 countries. The installation attracted media from around the globe. The petition book was then sent to the United Nations’ Secretary General and leaders of countries that maintain close ties with Burma. Due to its success, the installation toured Prague and Brussels. Most importantly, more than 150 political prisoners have since been released, including opposition leader Aung San Suu Kyi.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
摄影:
设计:
制作统筹:
客户经理:
制作公司:
制片:
摄影指导:
剪辑:
其他职位:Head Of Art: Aaron Padin
Director of Integrated Production: Clair Grupp
JWT Director of Production (Digital/Print/Broadcast & Content): Kit Liset
Project Manager: Elaine Barker, Jessie Hoyt
奖项
戛纳国际创意节 2011
金奖 直效
Use of Direct Marketing
戛纳国际创意节 2011
金奖 直效
Product & Service
D&AD 2011
黑铅笔 空间设计
Installations
纽约国际广告节 2011
银奖 前卫风格
Avant-Garde: Ambient
最新更新
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