Winners & Shortlists

EVERY NO OUGHT TO BE HEARD

TitleEVERY NO OUGHT TO BE HEARD
BrandAMNESTY INTERNATIONAL
Product/ServiceMY BODY, MY RIGHTS
Category D06. INTERACTIVE OUTDOOR EXPERIENCES
Entrant Company AIR Brussels, BELGIUM
Advertising Agency AIR Brussels, BELGIUM
Credits
Name Company Position
Gregory Ginterdaele/Marie Laure Cliquennois Air Creative Director
Wendy Wauters Air Creative
Karl Magnus Air Creative
Marie Libouton Air Creative Producer
Julie De Smedt Air Account Manager
Elderd Bolhuis Air Account Manager
Philippe Hensmans Amnesty International Advertiser Supervisor

Execution

We started with an insight, i.e. that men tend to develop selective hearing when it comes to listening to their partner. That’s why we used “hearing problems” as a creative vehicle for the campaign, as some men seem deaf to the NO from their partner... and become rapists. We decided to develop an actual hearing test, but changed the beep into the sound of a woman screaming ‘no’ (silent to very loud). At the end, we calculated the participant’s result and revealed the key message; “Every NO ought to be heard.”, by Amnesty International. People could share the result of their hearing test on social media to participate to Amnesty's fight against rape and domestic violence.