Cannes Lions
LA CHOSE, Paris / AMNESTY INTERNATIONAL / 2012
Overview
Entries
Credits
Description
Every year, Amnesty International holds a marathon of signatures to assist the law of silence’s victims.This year, we created an interactive experience that turns your signatures into music notes.Every time you signed on the project site, you released a new note in "The Sound of Amnesty," To gather as many signatures as possible we used Shazam as an innovative media to break the law of silence.During the week of the project, some users of the famous music recognition app could read a powerful message : "Valentina Rosendo Cantu could not make herself heard either.» At that point, you were asked to break the Law of Silence.
Execution
We used Shazam as an innovative media to reach as many people as possible.During the week of the project, some users of the famous music recognition app could read a powerful message : "Valentina Rosendo Cantu could not make herself heard either.» At that point, you were asked to break the Law of Silence.
Outcome
The campaign has widely spread in the media, and people shared it massively on Facebook and Twitter. In less than 1 week, we collected over 150,000 signatures, which represents a 500% increase compared to last yearʼs results. In the end we were able to send this hymn symbolising our action to the relevant authorities so that they had no other choice but to hear our voice.
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