For this ad there was no client brief. Directly upon hearing the news, the agency decided to drop all current projects and focus all attention to creating an idea for our client Amnesty International that would do justice to Aleksej Navalny’s impact, both in life and death and address the feelings of sadness and despair among supporters of human rights.

Through publication in three national newspapers in The Netherlands, the ad reached roughly one million readers. Judging by the calls and emails Amnesty International received, it touched the hearts of thousands of them, reinforcing their belief in Amnesty International as the world’s leading human rights organization and their commitment to human rights. Additionally, hundreds of thousands of people viewed it in social media.