Title	MY LAST DAY
Brand	AMNESTY INTERNATIONAL THE NETHERLANDS
Product/Service	DEATH PENALTY
Category	B04. Charities, Public Health, Safety & Awareness Messages
Entrant Company	OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Advertising Agency	OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Media Agency	OMD Amsterdam, THE NETHERLANDS
Production Company	MELISSA NIEVELD PRODUCTIONS Amsterdam, THE NETHERLANDS
Production Company 2	DPPLR Amsterdam, THE NETHERLANDS

Name	Company	Position
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

The Campaign

This campaign shared Amnesty's position on the Death Penalty. And although people around the world increasingly agree that the Death Penalty is wrong, it is 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 – with firing squads and poisoning in particular. So to tap into these current affairs and spread Amnesty's message, we used the best spokesperson imaginable. Anthony Graves. A man who was wrongly convicted in 1992 for the mass murder of six people in Somerville Texas and spent 18,5 years on Death Row. He shared his story – an insightful narration that gives true insight into the inhumanity of the Death Penalty. But a great story doesn't mean a great media budget. We had none. Instead, we utilized Amnesty's online channels and sent out PR messages. The film spread organically as many of the Amnesty followers interacted with its content. Dutch media companies wanted to spread Anthony's story too and agreed to broadcast the film on national television for several weeks – all for free. It then got picked up by online news outlets like CNN, Al Jazeera and the BBC.

The Brief

Amnesty International's mission is to abolish the Death Penalty as it's 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.

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 as many of the Amnesty followers interacted with its content. The film got picked up by other Amnesty offices and went global. We also targeted Dutch broadcasters to spread Anthony's story for free, on TV and in cinemas. Anthony Graves was the best spokesperson imaginable. A man who was wrongly convicted in 1992 for the mass murder of six people in Somerville Texas and spent 18,5 years on Death Row. During our campaign period two other Americans also got exonerated from the Death Penalty. Besides that, firing squads and poison used in executing the Death Penalty were hot topics of discussion – news we tapped into.

Without any media budget, the movie generated well 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 organisations were moved by the online film as well and broadcast it on TV and in cinemas for several weeks. All this resulted in earned media coverage worth € 9.193.750.

The Strategy

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.