The branded entertainment is still a new subject in Portugal. So, it’s always a good opportunity to explore and create original and authentic campaigns.

A NEW INSTRUMENT IS BORN: the drum set made of torture instruments.

In partnership with musicians and artists we built this new musical instrument: a drum set made of hammers, ropes, barrels, knives, pliers, car batteries and many other instruments used for torture and physical abuse. Our goal was to get another sort of sound from these instruments and to amplify them, so that everyone would listen to a unique sound of warning.

The drum set got to the streets played by a famous Portuguese drummer (Helio Morais). And on the website, people could explore the new instrument, discovering each torture and abuse still in use. For each instrument, people could hear the two possible sounds: from torture to percussion. And get to know real stories of victims supported by The Amnesty International.

In order to make the sounds of suffering from victims of torture and abuse louder, we decided to get another sort of sound from instruments - that in many countries are used to torture people - and to amplify them, so that everyone would listen to a unique sound of warning on the streets.

Plus, on the website, people could explore the drum set, discovering each torture and abuse still in use. For each instrument, people could hear the two possible sounds: from torture to percussion. And sign petitions to help real victims supported by The Amnesty International.

The Amnesty International wanted to get public attention to the victims of torture and abuse. We needed something bigger than a traditional advertising. The result is this powerful instrument that now Amnesty International uses to help all victims of torture and abuse be heard.

In many countries, people suffer from torture and abuse, everyday. And that makes a sound that is not heard by everyone. That huge situation couldn't be fixed by a traditional advertising.

In order to make their call for help louder, we decided to get another sort of sound from these instruments and to amplify them, so that everyone would listen to a unique sound of warning.

In partnership with musicians and artists we built this new musical instrument: a drum set made of hammers, ropes, barrels, knives, pliers, car batteries and many other instruments used for torture and physical abuse.