Cannes Lions
DM9DDB, Sao Paulo / AMNESTY INTERNATIONAL / 2014
Overview
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Credits
Description
Education is one of the most important human rights. And Amnesty International wanted to deliver this message in a powerful, universal way to inspire people to join the fight for education.
Execution
To deliver our message in a powerful and visual way, we’ve created classic diplomas, that represent “education” and had them surrounded by barricades, walls, guards. At a first glance, people see a common frame, but with a closer look they see that the diploma is actually blocked by beautifully illustrated “obstacles”, that represent how dificult it is for many people to have access to education.
Outcome
The campaign was created answering a request from Amnesty International's office in Brazil, but started to get such positive response locally that it got "exported" to different offices, in various countries where they act.
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