The film shows unjust situations literally being brought to light inside a candle’s flame. The wick transforms into victims that would not be seen, if it weren’t for the candle’s flame.

We did not conduct any research to create this campaign, because we knew from the start, that to impact as many people as possible, we had to create an image that was simple and powerful at the same time – it had to be iconic.

While trying to answer the brief, we took a step back and thought about what Amnesty does – help people in need – and where those people were/are before they got help. Figuratively speaking, they are in a dark place. That is what sparked the idea to employ negative space and use the Amnesty candle as a beacon of hope.

We hope that this print campaign has brought in extra donations and has made more people aware of what Amnesty represents, and that it will continue to be shared online, long after its print run has ended.