AMNESTY INTERNATIONAL
THE BRIEF
We were given one day, minimal resources and no budget to change the perception of refugees around the world and increase the number of pledges to the #IWelcome campaign. Simple.
With an apathetic audience who no longer respond to images of suffering and plight, we needed cut through. So we launched a social campaign the day after the US election using bright, graphic art direction completely out of the norm for the brand.
We had a DOOH billboard in Times Square...
...and a pretty big one in Piccadilly Circus.
But most importantly, the increase in pledges was off the chart. Not bad for a 'days work'.