Title	THE BARBWIRE CAMPAIGN
Brand	AMNESTY INTERNATIONAL
Product/Service	AMNESTY INTERNATIONAL
Category	G02. Illustration
Entrant	OGILVY GERMANY Frankfurt, GERMANY
Idea Creation	OGILVY GERMANY Frankfurt, GERMANY
Media Placement	MINDSHARE Zurich, SWITZERLAND
Additional Company	AMNESTY INTERNATIONAL Bern, SWITZERLAND

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Helmut Meyer	Ogilvy Germany	Creative Director
Lothar Mueller	Ogilvy Germany	Creative Director, Copywriter
Jawad Saleem	Ogilvy Germany	Art Director, Illustrator
Michael Fucks	Ogilvy Germany	Account Management
Patricia Gottet	Mindshare Zurich	Media Planner
Marcel Hagmann	Amnesty International	Advertiser's Supervisor

The Campaign

The hope Amnesty means to many victims of suppression around the globe is symbolized in the Amnesty brand logo: candle and barbwire. We used the it to make clear what Amnesty could be one day if more people join it: the point where inhumanity ends.

Creative Execution

Jawad Saleems incredibly emotional illustrations for the campaign express Amnesty’s core idea in a totally disarming way – they are silently screaming out amnesty’s key message: There is hope, if we stand up together. End inhumanity!

Indication of how successful the outcome was in the market

Amnesty uses the campaign mainly on occasionally donated or sponsored ad spaces. So it is impossible to measure their effectiveness. But Amnesty Switzerland is very happy with the feedback they got so far.

Human rights are more relevant than ever. But at the same time the public is totally overwhelmed by all these horrible pictures from Syria, Ukraine, Somalia or elsewhere. If you want to raise awareness for human rights at the moment it’s unnecessary and ineffective to add just a couple more horrifying pictures. So we chose art to do the job. Because when photography or words fail because the atrocities are just too indescribable art is able to express the message and reach people’s hearts without just horrifying them.