| Title | MY LAST DAY |
| Brand | AMNESTY INTERNATIONAL THE NETHERLANDS |
| Product/Service | DEATH PENALTY |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
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Entrant Company
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OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
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Advertising Agency
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OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
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Media Agency
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OMD Amsterdam, THE NETHERLANDS
|
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Production Company
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MELISSA NIEVELD PRODUCTIONS Amsterdam, THE NETHERLANDS
|
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Production Company 2
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DPPLR Amsterdam, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Chief Creative Officer |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Creative Director |
| Rob Voortman |
Ogilvy And Mather Amsterdam |
Creative Lead Copy |
| Benjamin De Villiers |
Ogilvy And Mather Amsterdam |
Creative Lead Art |
| Jurriaan Noij |
Ogilvy And Mather Amsterdam |
Creative Team |
| Marco De Jong |
Ogilvy And Mather Amsterdam |
Creative Team |
| Colin Tossijn |
Ogilvy And Mather Amsterdam |
Creative Team |
| Mees Ubachs |
Ogilvy And Mather Amsterdam |
Creative Team |
| Melissa Nieveld |
Freelance |
Agency Producer |
| Melissa Nieveld |
Freelance |
Account Manager |
| Heleen Hidskes |
Ogilvy And Mather Amsterdam |
Strategic Planner |
| Darius Dante |
Ogilvy And Mather Amsterdam |
Music |
| Daniel Dow |
Dpplr |
Director |
| Amber Akkermans |
Dpplr |
Producer |
| Aage Hollander |
Freelancer |
Dop |
| Eric Halberstadt |
Freelancer |
2nd Unit Dop |
| Ruben Labree |
Dpplr |
Editor |
| Remi Lindenhovius |
De Grot |
Colorist |
| De Grot |
De Grot |
Online |
| Marcel Bultman |
Post Office |
Sound Design/Mix |
Brief Explanation
This campaign shared Amnesty's position on the Death Penalty. And although people increasingly agree that the Death Penalty is wrong, it's still very much alive. We've lately seen it become more topical as the list of exonerates grows, as well as the discussion about the Death Penalty itself. To
tap into these current affairs and spread Amnesty's message, we used Anthony Graves. A man who was wrongly convicted in 1992 for the murder of six people and spent 18,5 years on Death Row.
We shared his story - a narration that gives true insight into the inhumanity of the Death Penalty.
Results and Effectiveness
Without any media budget, the movie generated over 120.000 views within 48 hours in the
Netherlands alone. It ended up being the most viewed and liked video of Amnesty International the
Netherlands. The discussion around the Death Penalty spread globally and got picked up by news
outlets, such as CNN, Al Jazeera and the BBC. Traditional media organizations were moved by the
online film as well and broadcasted it on TV and in cinemas for several weeks. All this resulted in
earned media coverage worth € 9.193.750
Creative Execution
We released the true story of a prisoner's last day on Death Row, together with the Death Penalty report. The film really brought the stats to life, as it created the viewer's belief that the prisoner would be executed. The film spread organically without any media budget, as many of the Amnesty
followers and their online friends interacted with its content. The film then got picked up by other
Amnesty offices and went global. Dutch broadcasters were moved by our story too and spread
Anthony's story for free, on TV and in cinemas.
Insights, Strategy and the Idea
Amnesty International's mission is to abolish the Death Penalty. Because the Death Penalty is the ultimate denial of human rights. This cruel and degrading mistreatment must become a topic of discussion amongst people around the world and ultimately put an end to it. Every year Amnesty International releases a Death Penalty report. To really show people the inhumanity of the Death Penalty we had to bring the stats to life. But a discussion won't start if everyone agrees. Therefore
we targeted countries where the death penalty is still a regular practice and the discussion around the actual practice is vivid.