Winners & Shortlists

NO ALWAYS MEANS NO

TitleNO ALWAYS MEANS NO
BrandAMNESTY INTERNATIONAL
Product/ServiceMY BODY, MY RIGHTS
Category E01. INTEGRATED CAMPAIGNS LED BY OUTDOOR
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 build a large 3D NO and set it up on a busy square in Brussels. As expected, our NO was completely vandalised with tags and obscene drawings. 10 days later we added our campaign message: Every NO deserves respect! Act against rape. We also invited people to take a hearing test by a fake brand. We developped an actual online test, but changed the beep into the sound of a woman saying no. At the end of the hearing test, we calculated the participants result and revealed the key message: Every NO ought to be heard! Act against rape. People could do the test online or on different sites in the street. Then people could share the result of their hearing test to support Amnesty in the fight against rape and domestic violence.