Title	GIF FREEDOM
Brand	AMNESTY INTERNATIONAL
Product/Service	HUMAN RIGHTS ORGANISATION
Category	B01. Use of Digital Advertising in a Promotional Campaign
Entrant Company	LEO BURNETT FRANKFURT, GERMANY
Advertising Agency	LEO BURNETT FRANKFURT, GERMANY

Name	Company	Position
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.