| Title | GIF FREEDOM |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | HUMAN RIGHTS ORGANISATION |
| Category |
C08. 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 |
The Brief
All over the world there are still unjustly imprisioned people who need your help.
Campaign Success
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. The email led to a microsite with options for getting involved. 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Christmas time. Gift-giving time. And the same question every year: What should I give? How about freedom? After all, many innocent people are still behind bars. So Amnesty International had the ultimate gift-giving tip to draw attention to these human rights violations: Please, no gifts – GIF freedom! Emails with a 3D effect GIF led to a microsite with options for getting involved.
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 via social networks, the GifFreedom GIFs also invited friends and followers to take part.