| Title | MY LAST DAY |
| Brand | AMNESTY INTERNATIONAL THE NETHERLANDS |
| Product/Service | DEATH PENALTY |
| Category |
A02. Script |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
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
Even the best and worst day of your life have one thing in common.
They're 24 hours long.
And I've spent 6640 worst days of my life on Death Row.
Being tortured and abused.
Controlled like an animal.
When to sleep, when to eat, when to die.
The bruises heal, but the mind games remain.
It's the worst day of your life,
Starting again, and again, and again.
22 hours a day, spent in this cage.
Without perspective, without hope. There's only silence.
Silence creeps up on you, it get's louder and louder, until it screams! How can you stay sane?
One man wrapped his bed sheet around him and set himself on fire.
Another ate his own eyeball.
One man believed that if he ran fast enough,
he could break through the wall.
I mean, How CAN you stay sane?
When all you hear, see or smell is desperation, fear, death.
I've seen hundreds of them walk down this hallway for the last time.
Some guilty, some innocent.
Some weren't ready to go and others WANTED to be killed.
18,5 years of physical imprisonment but they've never incarcerated my mind.
And even the worst day of your life, comes to an end.
This is my last day…
And the beginning of many more.
Anthony Graves was wrongly convicted and escaped death after 18,5 years of imprisonment.
But the Death Penalty still kills many others around the world.
Death to the death penalty. amnesty.org