Amnesty International - "Superheroes Tshirt"

Air, Partner of McCann

Air, Partner of McCann Brussels, Belgium

5174

This ad is part of the ACT Responsible Collection

Brand: Amnesty International
Country: Belgium

Advertiser: Amnesty International

Title	Superheroes Tshirt
Agency	Air, Partner of McCann
Campaign	Superheroes don't exist
Advertiser	Amnesty International
Brand	Amnesty International
Posted	May 2014
Business Sector	Human Rights
Tagline	Superheroes don't exist. Only you have the power to protect human rights. Buy a candle.
Story	Every day, human rights are violated around the world. People are persecuted, kidnapped, raped, tortured, killed. Only we have the power to make a change and make sure human rights are respected. Behind Amnesty are ordinary men and women making extraordinary things happen. Help us to support Amnesty.
Philosophy	The T-shirts are parodies of superhero costumes. While they state that superheroes do not exist, they also reassure us that we are the ones who have the power to defend human rights.
Problem	The challenge was to find an online tool to complement the “Superheroes don’t exist, only you have the power to protect human rights” campaign (which had been developed for TV, radio, press and outdoor). The goal was to get the Amnesty volunteers selling candles to stand out and to boost sales, but also to encourage dialogue with passers-by to remind them that behind Amnesty are ordinary men and women doing the extraordinary: protecting human rights.
Media Type	Promotional Products
Length	47 seconds
Creative Director	Marie-Laure Cliquennois
Creative Director	Grégory Ginterdaele
Copywriter	Julien Scouze Riviezzo
Art Director	Sébastien Stronghead Verliefde
Agency Account	Julie De Smedt
Creative Producer	Bérengère Lurquin
Creative Producer	Marie Libouton
Graphic Designer	Aldjia Bessalah
Photographer	Grégor Collienne
Assistant	Julien Hayard
Photographer	Nadia Jellab
Retoucher	François Olivier Dedeyn
Editor	Laurent Dwek
Radio Production Company	Think’n Talk