Amnesty International is a powerful movement that fights against inequality and injustice around the world. For the respect of human rights. A movement made of people of all backgrounds and ages gathered to make their voices heard.
Those people win many victories across the world. And nothing beats that feeling when a battle is won. When journalists are freed. When dictators fall. When walls are taken down…
That’s what the film shows us, shot like a music video, depicting scenes of joy, celebration, emotions lived by activists from everywhere when the time of victory has finally come.
Cultural/Context information for the jury
Amnesty International acts without any financial support from governments or companies. Citizens and volunteers are the true driving force of the movement, which gives it full independence and a great legitimacy.
But is also means that AI has to recruit as many people as possible to remain a powerful movement, including a new generation that does not engage in NGO activism. A real challenge in our times of overexposure to charity advertising, compassion fatigue and a radical transformation of political action.
To face this problem, we chose to break the codes of guilt or pity often used in charity communications. We revisited Amnesty International’s identity and history to resonate with new audiences and new forms of activism.
Not focusing on the battles to fight but on the victories to win. Because everyone wants to be part of something that succeeds. Everyone wants to feel the thrill of a great victory.