| Title | GIF FREEDOM |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | HUMAN RIGHTS ORGANISATION |
| Category |
B08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Hans Juergen Kaemmerer |
Leo Burnett |
Creative Director |
| Valentin Dietmar |
Leo Burnett |
Art Director |
| Hugo Moura |
Leo Burnett |
Art Director |
| Viktor Kislovskij |
Leo Burnett |
Creative Technologist |
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Benjamin Merkel |
Leo Burnett |
Copywriter |
| Christian Mueller Horrig |
Leo Burnett |
Copywriter |
| Ufuk Avci |
Leo Burnett |
Senior Experience Strategist |
| Dieter Roosen |
|
Photographer |
| Alexander Ardelean |
Leo Burnett |
Creative Director |
| Rkcb |
L. A. |
Music |
Creative Execution
Emails with animated GIFs used an optical illusion to generate a 3D effect, so that the prisoners appeared to be reaching out of their cells for help. Clicking on the link in the email led to a microsite with options for getting involved: with a signature – or with an animated GIF. Using the webcam and a GIF creator, people were able to create their own GIF and upload it to the page. By pushing virtual prison bars aside, people made a highly personal statement in support of freedom and became part of the greater campaign. Shared as Christmas Cards via social networks, the GifFreedom GIFs also invited friends and followers to take part.
As a result, this year more and more people decided to place the gift of freedom under the tree, instead of presents. Thanks to this platform, Amnesty International was able to activate more donors than ever before.
The gif-freedom-campaign brought 400 % more signatures than traditional petitions in the past. And it was a new and playful way to reach younger target groups and talk to them in their language. Even the older members of Amnesty were proud about the campaign and shared their personal gifs with friends.
Holiday Season. Time for presents. And every year we ask ourselves the same question: What gift should I give? Our Tip: Freedom through solidarity. Because all over the world there are still unjustly imprisioned people who need your help. Participate, create your own GIF and be part of a big petition for more justice. So: Please, no gifts – gif freedom!