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.
CreditsClient Amnesty International France Agency DDB Paris Alexander Kialchev, executive creative director; Clement Oberlin, creative; Odile Song, strategic planning; Corinne Persch, head of TV production; Laurie Delahayes, production assistant; Jerome Deplatiere, postproduction. Production Somesuch & Co X Insurrection George Belfield, director; Zack Spiger, DP; Tom Gardner, producer. Music Supervision Goodear.tv Song: Sinnerman; Nina Simone, artist. Sound Production Studio 5. Postproduction Mathematic Color Grading Framestore London
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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