Title	THE CELL
Brand	AMNESTY NORWAY
Product/Service	HUMAN RIGHTS
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY

Name	Company	Position
Sara Hødnebø	TRY/Apt/POL	Creative
Caroline Ekrem	TRY/Apt/POL	Creative
Bård Rostrup Gabrielsen	TRY/Apt/POL	Creative
Sindre Fosse Rosness	TRY/Apt/POL	Art Director
Maja Folgerø	TRY/Apt/POL	Creative
Linda Tillier	TRY/Apt/POL	Project Manager
Lars Mitlid	TRY/Apt/POL	Account Manager
Edmundo Navasca Cruz	TRY/Apt/POL	Developer
Rickard Roslund	TRY/Apt/POL	Designer
Tommy Lybekk	TRY/Apt/POL	Designer

The Brief

Information: Prisoners of conscience: People who are imprisoned for criticizing the government, premarital sex, sexual preferences, dressing inappropriately or religious beliefs. SMS activist: Amnesty´s simple and effective network to gather signatures to liberate prisoners of conscience. 1 of 3 cases has a positive outcome. The brief: Every year thousands of people are imprisoned for criticizing the government, premarital sex, sexual preferences, dressing inappropriately or their religious beliefs. Amnesty Norway wanted to set prisoners of conscience on the agenda and spread knowledge about what Norwegian people can do to help.

Describe how the promotion developed from concept to implementation

The solution was to build a cell in the busiest square in Oslo and imprison Norwegians for their beliefs and behaviors that would lead to jail in other countries. We wanted to imprison well-known politicians/musicians/actors to gain attention as well as everyone else. During a period of 4 days we hoped to imprison people day and night, while presenting the simple solution to help get the prisoners out: become a SMS activist. We also build a website with a live stream from the cell, were people could sign up to become a SMS activist and help get the prisoner out.

Describe the success of the promotion with both client and consumer including some quantifiable results

During 4 days 79 people was imprisoned, among them well-known politicians, journalists, actors, musicians and comedians. The response was overwhelming; The cell was always occupied, actually, the demand was so great we had to turn down people who wanted to be imprisoned because of the time limitation.The prisoners was reaching out to their followers trough social media, encouraging them to become a ams activist to help get them out, every big news channel in Norway headlining prisoners of conscience and SMS-activism and Amnesty´s SMS activist network grew by 10%

Explain why the method of promotion was most relevant to the product or service

Amnesty Norway work hard to spread knowledge about the thousands of prisoners of conscience around the world and how Norwegian people can help. But in people’s busy everyday life it’s hard to get their attention. By imposing the laws of oppressive governments on Norwegians we spread knowledge about what a prisoner of conscience is (someone who are imprisoned for things we Norwegians do every day) while demonstrating how SMS activism works by not letting the prisoner out until enough people signed up as an SMS activist.