This campaign aimed at inciting people to engage in a specific Amnesty campaign against torture in Mexico, taking action against it. We created a fake travel discount company, Last Chance Travel Club, and had it behave in media and creative as if was promoting cheap travel to Mexico, driving traffic to the microsite.

We drove traffic to the microsite, and only upon visiting did the true story emerge. But people weren't turned off by the misdirect. Amnesty's own supporters, often critics of any ad campaign, voiced their support on social media. We gained 1 million impressions Amnesty enjoyed a 10% increase in supporters over the campaign period, with 1000 actions against torture in Mexico being taken. By campaign's end, we had reached over 1 million Canadians with our message.