I honestly believe that actively supporting Amnesty International is one of the most important things we can do to encourage global equality and the enforcement of human rights.
“Torturers, traffickers, rapists, executioners, they all share one hope: that you DON’T WATCH THIS FILM, and you DON’T JOIN AMNESTY”
The great tragedy whenever human rights are violated is not simply that it’s happened, but that so many well-meaning people around the world believe that there’s nothing they can do to stop it. Despite how it sometimes may seem, there is more good in the world than evil.
To celebrate the 60th anniversary of The Universal Declaration of Human Rights, Amnesty International teamed up with renowned agency Mother London to create “You Are Powerful.” Watch it and believe it, because there are people all around the world who need us to wield this power and protect their human rights.
Send this video to everyone you know. Visit Protect The Human. Fight for Human Rights.
Vodpod videos no longer available.I’m a huge supporter of Amnesty International – both for the actual work it does and of it’s advertising. In a world where the 10% of us who control most of the planet’s wealth have little to no clue of how startlingly lucky we are, Amnesty fights loudly and intelligently for the most basic rights to be extended to every member of our human family. This isn’t something to be taken lightly.
Their promotional films (like last year’s brilliant “Cattle Market”) are equally important. They are smart but honest and don’t back down from the reality of what they’re trying to do. They appeal to our intelligence because that is how they will reach people open and willing to help their cause. Time and again they find subtle ways to appeal to our sense of decency but also to affect us emotionally – they don’t beat us over the head but do confront us with the reality of how other human beings are being treated in our world.
In their latest spot, “Ink”, again created by TBWA Paris, director Zurich29 adds a continuation to their beautifully executed signature concept. This brilliant solution opens the door to illustrate exactly what’s going on in the world, provide a direct realization to how we can make a difference, and mixes them both into a visually arresting and impactful work.
“Ink” is a continuation (really more of a re-interpretation, but hey – if it ain’t broke don’t fix it) from last year’s “Signature”. This spot, again created by TBWA Paris but with animation and production by Magiclab, rightfully earned a Cannes Gold Lion. Watch it and you’ll easily know why…
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Sometimes I worry about the humanity of the world. When teenagers playing Grand Theft Auto 4 can blow off a hooker’s head for entertainment value, how can groups like Amnesty International depict real horrors going on in the world in ways that will hit home for people?
For me, “Cattle Market” works. If I wasn’t already a member of Amnesty, I would be after watching this. It’s appropriately graphic, the metaphor is realistic, but it doesn’t go too far and shockvertize. If you seriously sit down and watch this and think about what it saying and don’t feel gross after, then there’s something wrong with your heart.
Wait until the very end. The final tagline put chills across my skin because it’s so absolutely true.
(Agency: Walker. Director: Jeff Thomas. Production: Sonny London.)
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