| Title | FREEDOM CANDLES |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | AMNESTY INTERNATIONAL |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
OGILVY & MATHER LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
OGILVY & MATHER LONDON, UNITED KINGDOM
|
|
Media Agency
|
KINETIC WORLDWIDE London, UNITED KINGDOM
|
|
Production Company
|
BLAC IONICA London, UNITED KINGDOM
|
Credits
| Gerry Human |
Ogilvy And Mather |
Chief Creative Officer/Executive Creative Director |
| Ivan Pols |
Ogilvy And Mather |
Creative Director |
| Mike Donaghey |
Ogilvy And Mather |
Associate Creative Director/Art Director |
| Chris Joakim |
Ogilvy And Mather |
Associate Creative Director/Copywriter |
| Mark Landwehr |
Coarse |
Designer |
| Sven Waschk |
Coarse |
Designer |
| Carly Harrison |
Ogilvy And Mather |
Digital Producer |
| Rebecca Jones |
N/A |
Composer |
| Sam Stubbings |
N/A |
Composer |
| Craig Blagg |
Ogilvy And Mather |
Creative Technologist |
| Jesper Ellesson |
Ogilvy And Mather |
Digital Designer |
| Amelia Wood |
Ogilvy And Mather |
Planner |
| Su Day |
Ogilvy And Mather |
Planner |
| Clare Dimmock |
Ogilvy And Mather |
Account Director |
| Anchie Contractor |
Ogilvy And Mather |
Account Director |
| Omar Bakhsi |
Ogilvy And Mather |
U X Designer |
| Maggie Blundell |
Ogilvy And Mather |
Agency Producer |
| Peter Nuttall |
Ogilvy And Mather |
Traffic Manager |
| Mark Hillaby |
Clearcut |
Sound Engineer |
| Robyn Vickers |
N/A |
Photographer |
| coarse |
|
Additional company |
Brief Explanation
Using limited campaign funds, Amnesty wanted to find a way to spread a message about the terrible injustices they fight against and celebrate the lasting change they’re fighting for.
The Brief
Over the years Amnesty has had many victories. But they normally happen in far away places, so most people never hear the real stories about all the people Amnesty helps. Amnesty wanted to create a tangible example of the terrible injustices they fight against, that could also celebrate the lasting change they’re fighting for. This year, their campaigning efforts are focused around three key issues: Wrongful Imprisonment and Torture, Arms Trade, and Women’s Sexual Rights.
How the final design was conceived
We created Amnesty International Freedom Candles - candles designed by world-renowned artists COARSE. The candles symbolise the three main efforts in Amnesty’s mission. But inside the candles there’s another message that won’t melt or fade away. Each candle contains a solid bronze figure that shows the difference Amnesty International and its supporters make for real people. A man, wrongfully imprisoned, is reunited with his family. An assault rifle transforms into a pen signing an arms treaty. And a young woman sold into sexual slavery, is freed and gets an education.
Indication of how successful the outcome was in the market
The Freedom Candles were shared around the world and loved in social media, even by high profile admirers such as, Yoko Ono, Peter Gabriel, and Sting. They connected supporters to the real change that Amnesty makes, and that message spread to reach millions – earning a total of 40,000,000 media impressions. When the candles were auctioned on eBay, they sold for as much as $1300 each. Rather than spending money on media, the campaign actually generated income for Amnesty International.