| Title | DEPARTURE BOARD |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | HELP GET THEM HOME |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
LEO BURNETT LONDON, UNITED KINGDOM
|
|
Advertising Agency
|
LEO BURNETT LONDON, UNITED KINGDOM
|
Credits
| Justin Tindall |
Leo Burnett London |
Executive Creative Director |
| Adam Tucker |
Leo Burnett London |
Creative Director |
| Hugh Todd |
Leo Burnett London |
Creative Director |
| Charlie Martin |
Leo Burnett London |
Creative Director |
| Blake Waters |
Leo Burnett London |
Copywriter |
| Will Thacker |
Leo Burnett London |
Art Director |
| Marc Donaldson |
Leo Burnett |
Graphic Designer |
| Leah Mitchell |
Leo Burnett London |
Art Buyer |
| Andy Rudak |
London |
Photographer |
| Dirk Rees |
London |
Photographer |
The Brief
Right now thousands of people are being abused, imprisoned or tortured by their governments, simply for expressing their views, with little chance of getting home.
Amnesty International tasked us help them get home. We needed as many Londoners as possible to react and text their support, and by doing so, signing a petition to push the governments to release them.
We targeted London commuters on their way home.
Our strategy - You can get home, these prisoners can’t.
So we utilized this deep human truth at a time when home is the most important thing to everyone. 5.30pm – home time.
Creative Execution
The goal of Amnesty International is to protect human rights and save lives.
Therefore our communication had to do the same. Not only raise awareness of the issue but drive people to make a difference, to help those in need. In short, anything we did for Amnesty MUST save lives.
By creating an advertisement that changed London commuters daily routines and got them to not only sign a petition but to share, encouraging others to do the same, for newspapers to report about it with no PR budget, our execution was a perfect fit for our client.
Describe the creative solution to the brief/objective.
We hijacked Britain’s largest departure board, during the busiest time at London’s busiest train station.
At 5.30pm commuters stood in the Waterloo concourse looking for their platform, however the departure board didn’t show the usual destinations, instead it displayed the “destinations” of those who can’t get home. Every shocking stop on their journey, from arrests to prison cells, or in some horrific cases, torture chambers.
We then invited commuters and people online to join our petition and help them get home.
Desired response was 20,000 texts or more. We got 41,875, which helped 6 innocent prisoners get home.
Results
41,875 people signed our online petition during the two days our communication was live. That number is still growing. This resulted in getting 6 prisoners sent home, who had little chance of ever being released. Changing their lives and their families lives forever.
The entire production cost was £9000. No PR budget.