| Title | DEPARTURE BOARD |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | HELP GET THEM HOME |
| Category |
A09. INNOVATIVE USE OF TECHNOLOGY |
|
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 |
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.