Fuel creates campaign to celebrate 30th anniversary of Amnesty Portugal

In order to celebrate the 30th anniversary of Amnesty in Portugal, FUEL teamed up with EURO RSCG to create a press and poster campaign, called “Mugshots”. The first ad is already running in a national newspaper, “Publico”, since last week.

“We teamed up with EURO RSCG because we wanted to keep the team from the multi-awarded spots “Babies” and “Dog’s Life”. It’s Pedro Bexiga and myself from FUEL, Sérgio Resende and Joana Gomes Pedro, account managers from EURO RSCG. The four of us and our friends from MPG, Anabela Pires and Fátima Rosário meet every year to come up with ideas for Amnesty. It’s our way of doing volunteer work.” says Marcelo Lourenço, creative director at FUEL.

View the “Babies” spot:

http://www.youtube.com/watch?v=DZcxi-VNnTI&feature=channel_video_title

View the “Dog’s Life” spot:

http://www.youtube.com/watch?v=7j3zxpsbFks&feature=channel_video_title

The campaign was inspired by the book “Por Teu Livre Pensamento”, by Portuguese photographer João Pina. “I’m a fan of the book and of João Pina for a long time. When we received the brief from Amnesty we thought about the photos straight away.” says Pedro Bexiga.

Know João Pina’s work:

http://www.joao-pina.com/books/

“João lives in Paris but he was thrilled with the idea right from the start and we arranged everything via email – apart a small interruption when he went to Libya to take the photos that were later published in New Yorker and Newsweek” adds Bexiga.

The campaign is the first of many events that start celebrating the 30th anniversary of Amnesty in Portugal. “This is just the beginning, we’re working on several other ideas.” says Marcelo Lourenço.