Winners & Shortlists

DEPARTURE BOARD

TitleDEPARTURE BOARD
BrandAMNESTY INTERNATIONAL
Product/ServiceHELP GET THEM HOME
Category A09. INNOVATIVE USE OF TECHNOLOGY
Entrant Company LEO BURNETT LONDON, UNITED KINGDOM
Advertising Agency LEO BURNETT LONDON, UNITED KINGDOM
Credits
Name Company Position
Justin Tindall Leo Burnett London Executive Creative Director
Adam Tucker Leo Burnett London Copywriter
Hugh Todd Leo Burnett London Creative Director
Charlie Martin Leo Burnett London Digital Creative Director
Blake Waters Leo Burnett London Copywriter
Will Thacker Leo Burnett London Art Director
Marc Donaldson Leo Burnett Designer
Leah Mitchell Leo Burnett London Art Buyer
Andy Rudak London Photographer
Dirk Rees London Photographer

Creative Execution

We did this by hijacking Britain’s largest departure board at Waterloo, London’s busiest station. 5.30pm. Thousands of people trying to get home. We made them consider those who can’t. As they stood looking for their platform the departure board didn’t show the usual destinations, instead displaying the horrific journeys of those who can’t get home. They where then invited to text their support. We then sent them a microsite, with more real stories for them to share across social media.

Within hours of the stunt going live 41,575 people pledged their support and signed the petition. It also gained a lot of media coverage in London’s press and newspapers, while also spreading across Twitter and Facebook. That number continues to grow as more and more people continue to talk and share the stories of people wrongfully imprisoned. But the greatest result was the release of political protester Hafez Ibrahim, who, since our social media stunt went live, is now back home with his family. Not bad for one digital screen and microsite.

Right now thousands of people are being abused, imprisoned and often tortured by their governments, simply for expressing their views, with little chance of getting home. We were tasked with creating a piece of communication that can 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.