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Amnesty – GIF freedom / Internet campagne

Amnesty – GIF freedom

Discipline: Communication

Discipline: Communication

Christmas time. Gift-giving time. And the same question every year: What should I give? Amnesty International had the ultimate tip: Please, no gifts – GIF freedom! Emails with animated GIFs used an optical illusion to generate a 3D effect, so that prisoners appeared to be reaching out of their cells for help. The email led to a microsite with options for getting involved. Using the webcam and a GIF creator, people were able to create their own GIF and upload it to the page. By pushing virtual prison bars aside, people made a highly personal statement in support of freedom and became part of the greater campaign.

  • TARGET GROUPS Consumer / User


  • DEVELOPMENT TIME up to 12 months


Client / Manufacturer

Amnesty International

Amnesty International
Frankfurt a. M., Germany

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Leo Burnett

Leo Burnett Germany
Frankfurt a. M., Germany

Hans-Jürgen Kämmerer (CD), Valentin Dietmar, Hugo Moura (AD), Viktor Kislovskij (CT), Benjamin Merkel, Christian Müller-Horrig (Copy), Dieter Roosen (Foto)

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