| Title | War shows the worst side of life |
| Agency | Grey Brasil |
| Campaign | War shows the worse side of life |
| Advertiser | The Human Rights Foundation |
| Brand | The Human Rights Foundation |
| Posted | May 2014 |
| Business Sector | Human Rights |
| Story | All wars are capable of revealing human nature's worse. With this motto, Grey Brasil was selected to work on the development of the campaign for The Human Rights Foundation (HRF), an unbiased, non-profit organization with headquarters in New York that promotes and protects peace, freedom and human rights worldwide. The campaign created in Brazil will unfold during the 2014 Oslo Freedom Forum, an event that this week gathers world leaders, activists, executives, journalists and artists to share the importance of the cause for human rights. According to Mariangela Silvani, creative director at Grey Brasil, human rights is a global theme that sensitizes everyone. “We heard about HRF's work when listening to a talk by Thor Halvorssen, the organization founder, at TED and proposed an idea or a campaign to activate the partnership. In this phase, we created ads to call people's attention to the cause. For the second phase, we are producing a film to be aired on the Internet and the organization's digital channels,” Mariangela comments. The pieces were created based on journalistic photos of conflicts that marked history, such as the Vietnam War and the II World War. The strong images characterize the aggressors that use their power against their victims. The signature brings the phrase, “War shows the worse side of life. Show your best side,” and invites people to access the site www.thehrf.org to contribute to the NGO. Besides being unfolded into posters and postcards for organizations linked to HRF to use as communication material, the ads have been published since March in newspapers and magazines that opened pro bono spaces for the campaign. “The fact of transforming real conflict pictures, granting a new face to the aggressors, makes the pieces even more impacting to call people's attention. They are images that bother everyone,” concludes Sérgio Fonseca, creative director at Grey Brasil.The campaign was created by Felipe Leite and Leandro Leal with the creative direction by Mariangela Silvani and Sérgio Fonseca. About The Human Rights FoundationWorking with a strong committed to human rights, HRF seeks sensitizing people to the nature and vulnerability of freedom around the world. HRF's programs offer education on what constitutes a free society – how it's nurtured, developed and maintained. The aim is to inform the largest amount of people, from leaders, specialists and intellectuals to the general public. Founded by the Venezuelan lawyer and producer Thor Halvorssen in 2005, the NGO is headquartered in New York and is present in countries in all continents. About the Oslo Freedom ForumThe 6th annual edition of the Oslo Freedom Forum will be held this week to share experiences and discuss the best way to promote free societies. Among the points approached by the event are the importance of information on humanitarian issues and the true stories of those that defend human rights. This year, the event counts on the presence of illustrious personalities, such as Cuban blogger Yoani Sánchez, the founder of Wikipedia, Jimmy Wales, and the North-American actor Jeffrey Wright, one of the names in the cast of the saga Hunger Games – a Hollywood production that discusses human rights in a futuristic society. |
| Media Type | |
| Creative Director | Mariangela Silvani and Sérgio Fonseca |
| Art Director | Felipe Leite |
| Copywriter | Felipe Leite |
| Illustration | Fuze |
| Account Manager | Caio Volpe |
| Media (Agency side) | Davi Monteiro and Fernanda Massa and Ronaldo Camargo |
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