Winners & Shortlists

WEFREE

TitleWEFREE
BrandAMNESTY INTERNATIONAL
Product/ServiceAMNESTY INTERNATIONAL
Category A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN
Entrant Company ARTEGENCE Warsaw, POLAND
Advertising Agency ARTEGENCE Warsaw, POLAND
Credits
Name Company Position
Mateusz Felsmann Artegence Creative Director
Radek Błoński Artegence Copywriter
Rafał Mierzejwski Artegence Art Director

The Brief

Our main goal was to make it happen that young people who love freedom and fun pay attention to the problem of torture and decide to sign the petition during a mass event in spite of lack of volunteers and an official stall at the festival. Therefore, we had to use a trick based on the natural needs of the target group. We give them what they cannot imagine their life without – free access to the Internet on the festival. Also we used the fact that 90% of Internet users do not read terms of use which they accept.

Creative Execution

Due to using natural needs of the target group we succeeded in catching young people into a trap. Thanks to a simple trick we forced them to sign the confession of guilt while drawing their attention to the problem of torture and forced testimonies.

Describe the creative solution to the brief/objective.

To one of the biggest music festivals in Poland we brought a specifically configured mobile wi-fi router with a free network called WeFree. In order to get access to WeFree network one had to accept the terms of use on the mobile website. After logging in the network it turned out that the terms of use which were ignored by festival participants contained false testimonies and accepting it equaled admittance of guilt. The testimonies referred to the story of one of actual torture victims and the petitions in that case could be signed directly from the website.

Results

In the course of the STOP TORTURE campaign we managed to collect more than 8600 signatures. Moreover, our guerilla action proved that non-government organizations (NGO) may successfully act during mass events without the support from their organizers.