Title | SOUNDS FROM TORTURE |
Brand | AMNESTY INTERNATIONAL PORTUGAL |
Product/Service | STOP TORTURE |
Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
LEO BURNETT LISBOA, PORTUGAL
|
Advertising Agency
|
LEO BURNETT LISBOA, PORTUGAL
|
Credits
Luciana Cani |
Leo Burnett Lisboa |
Executive Creative Director |
Steve Colmar |
Leo Burnett Lisboa |
Creative Director |
Nuno Salvaterra |
Leo Burnett Lisboa |
Head Of Art/Designer |
Leonardo Pinheiro |
Leo Burnett Lisboa |
Art Director |
Jaime Nascimento |
Leo Burnett Lisboa |
Copywriter |
Raul Palhares |
Leo Burnett Lisboa |
Copywriter |
Nuno Frade |
Leo Burnett Lisboa |
Head Of Digital Production |
Hugo Lage |
Leo Burnett Lisboa |
Director |
Cristina Almeida |
Leo Burnett Lisboa |
Production Director |
Emanuel Serodio |
Leo Burnett Lisboa |
Sound Designer |
Henrique Serra |
Freelance |
Dop |
Cristovão |
Exposed Image |
Photographer |
Nuno Pina |
Freelancer |
Production Art Director |
|
JSVC Decor |
Builders |
|
Grupo Nova Imagem |
Studio And Lightning |
|
Todos.pt |
Studio |
|
Skills Studio |
Sound Capture |
|
Dizplay |
Audio Post Production |
The Brief
In many countries, people suffer from torture and abuse, everyday.
A sound that is not heard by everyone.
Describe how the promotion developed from concept to implementation
If the suffering of torture victims wasn't being heard, we decided to amplify this sound so everyone would listen to this call for help. In order to do that, we built a drum set from several instruments used in torture methods.
Musicians and artists were invited to build this new musical instrument. Hammers, barrels, knives, pliers, boiling, battery, ropes, were put together to make this sound echoing in the streets and on the website soundsfromtorture.com.
Describe the success of the promotion with both client and consumer including some quantifiable results
The sound caught the ears of musicians and the press, who helped amplifying it. While the musicians played the drum set, the press made it sound louder. The drum set is spreading the message and helping major cases defended by Amnesty International.
Explain why the method of promotion was most relevant to the product or service
Amnesty International has now a new instrument to help victims of torture and abuse be heard across Portugal.