| Title | MY LAST DAY |
| Brand | AMNESTY INTERNATIONAL THE NETHERLANDS |
| Product/Service | DEATH PENALTY |
| Category |
A01. Direction |
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Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
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Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
OMD Amsterdam, THE NETHERLANDS
|
|
Production Company
|
MELISSA NIEVELD PRODUCTIONS Amsterdam, THE NETHERLANDS
|
|
Production Company 2
|
DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Chief Creative Officer |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Creative Director |
| Rob Voortman |
Ogilvy And Mather Amsterdam |
Creative Lead Copy |
| Benjamin De Villiers |
Ogilvy And Mather Amsterdam |
Creative Lead Art |
| Jurriaan Noij |
Ogilvy And Mather Amsterdam |
Creative Team |
| Marco De Jong |
Ogilvy And Mather Amsterdam |
Creative Team |
| Colin Tossijn |
Ogilvy And Mather Amsterdam |
Creative Team |
| Mees Ubachs |
Ogilvy And Mather Amsterdam |
Creative Team |
| Melissa Nieveld |
Freelance |
Agency Producer |
| Melissa Nieveld |
Freelance |
Account Manager |
| Heleen Hidskes |
Ogilvy And Mather Amsterdam |
Strategic Planner |
| Darius Dante |
Ogilvy And Mather Amsterdam |
Music |
| Daniel Dow |
Dpplr |
Director |
| Amber Akkermans |
Dpplr |
Producer |
| Aage Hollander |
Freelancer |
Dop |
| Eric Halberstadt |
Freelancer |
2nd Unit Dop |
| Ruben Labree |
Dpplr |
Editor |
| Remi Lindenhovius |
De Grot |
Colorist |
| De Grot |
De Grot |
Online |
| Marcel Bultman |
Post Office |
Sound Design/Mix |
The Campaign
Amnesty International the Netherlands wanted to raise awareness about the Death Penalty. We did so by sharing a film, together with Amnesty's annual Death Penalty Report, launched on the 1st of April. The film tells the true story of Anthony Graves. Anthony was wrongly convicted and spent 18,5 years on Death Row.
The film opens with a shot of Anthony sitting in his cell. It's his final day on Death Row. We see what he went through for 18,5 years. We feel his desolation and capture the sound of emptiness.
We hear the horrible things that happened while we see wards patrolling and inmates losing their mind. Anthony continues to talk about his life as we close with a shot of the wardens, guiding Anthony on the green mile towards his end. The screen fades to black as his words conclude: 'Thisis my last day.'
Anthony then appears again. Now standing in a park in his hometown, as we see him speak the last words: '..And the beginning of many more.' A happy ending, as a text explains how Anthony escaped death. The film closes with a call to action: Death to the Death Penalty.
Creative Execution
In each step of the process we tried to convey a harsh reality befitting Anthony's actual experiences
with scenes, mise-en-scene, cinematography and sound, working towards a human and realistic
depiction of life on Death Row. The script was formed using his actual story, the basis of which
came via an extensive round of Skype interviews.
Our shooting plan adhered to this documentary-like approach: We created a replica of a Texas cell
complete with 360° lighting. This tiny cage was barely big enough for the body-double, director and
cinematographer. He was treated like an actual prisoner, being commanded and trapped. A raw,
handheld camera-style was used, capturing the grim reality.
We decided on an organic montage style: Scenes flowing in a style that resembles snatches of
Anthony's memory as he reminisces about his past. We confronted the viewer with some of the
more horrifying aspects of Death Row, without resorting to showing actual horror.
We complemented Anthony's descriptions with suggestive and realistic imagery. The film builds up
to his last walk down the Green Mile, where we think he's walking to his execution. By locating the
reveal outdoors, an even greater sense of contrast was achieved, before delivering the final
message.