From the beginning, Amnesty International is made of people of all backgrounds and ages, gathered to raise their voices and fight for the respect of human rights. The nonprofit operates without any financial support from governments or companies, which gives it full independence and great legitimacy. Citizens and volunteers are the true driving force of the movement.
To remain effective, Amnesty International France has to bring new blood into the movement. Recruiting is the real challenge in today’s times of overexposure to charity advertising, compassion fatigue and a radical transformation of political action.
DDB Paris was tasked with reigniting the activism in the heart of Amnesty International. The agency completely reinvented the brand platform, revisiting Amnesty International’s identity and history to resonate with new audiences and new forms of activism.
It all started with one simple human truth: everyone wants to be part of something that succeeds. Success gives activists the strength to fight every day for human rights. And when they achieve the victory, it feels like nothing else in the world. A motivational message that breaks the codes of guilt or pity often used in charity communications.
Amnesty International France doesn’t ask your support to fight. It asks for your support to win.
A true shot of adrenaline, the film–the centerpiece of “The thrill of victory” campaign–was shot like a music video. It depicts powerful scenes of emotions that are felt by activists all over the world when the time finally comes for them to win. A film that shows an intense kind of joy and celebration and is at the same time a tribute to the fight and struggles Amnesty activists engage in every day.
George Belfield directed the film via Somesuch & Co X Insurrection.
