Thinkboxes October 2008 Winner: Amnesty International ‘You are powerful’ Mother
Amnesty International’s mission is to encourage ordinary people to stand up for human rights.
To demonstrate how individuals have the power to make a difference in the world, the organisation came up with an idea for a film that shows a range of ordinary people physically preventing human-rights abuse.
Using the strapline ‘You are powerful’, the film follows seven people, including a father, a young teenager, an elderly woman and a mother-to-be.
Composite images are shown of the characters intervening in situations of human-rights violence and abuse.
The film was created by ad agency Mother and directed by Kim Gehrig through Academy Films.
Rather than running as part of a traditional commercial break, the film was first screened during Amnesty’s comedy fundraising event the 2008 Secret Policeman’s Ball, staged at the Royal Albert Hall on 4 October.
The 90-second film, shown without any Amnesty branding, was also aired during the event’s television broadcast on Channel 4.
The film was to make an impact at the Ball, but it will have a lifespan beyond this and be used in future Amnesty events.
Matthias Stock Brand Planner at Amnesty International
The film will launch online on 10 December. Amnesty is aiming to secure donated media space in order to roll out a branded version on TV and in cinemas.
Agency Mother; Director Kim Gehrig; Prod Co Academy Films
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