TRIAL BY TIMELINE

Creative Effectiveness Spike
TitleTRIAL BY TIMELINE
BrandAMNESTY INTERNATIONAL
Product / ServicePROTECT THE HUMAN
CategoryA01. Creative Effectiveness
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Production Company ASSEMBLY Auckland, NEW ZEALAND

Credits

Name Company Position
Nick Worthington Colenso BBDO Creative Chairman
Levi Slavin Colenso BBDO Creative Director
Dan Wright Colenso BBDO Digital Creative Director
Anna Stickley Colenso BBDO Art Director
Ben Polkinghorne Colenso BBDO Copywriter
Helen Fitzsimons Colenso BBDO Account Director
Eileen Cosgrove/Moloney Colenso BBDO Account Executive
James Mcmullan Colenso BBDO Producer
Rebecca Emery Amnesty International Nz Deputy Director Director Campaigns/Research/Advocacy/Communications)
Anita Harvey Amnesty International Nz Media/Communications Manager
Amanda Chambers Assembly Ltd Animation Executive Producer
Matt Von Trott Assembly Ltd Animation Design Lead
Scott Wilson Assembly Ltd Animation Designer

Brief Explanation

In January 2013, New Zealand was named the freest country on Earth (Source; Fraser Institute). It is through sheer luck, that we live in a country that affords us the freedom to say what we’re thinking, wear what we want, choose our own friends – freedoms we take for granted. As a global movement standing up for human rights, Amnesty International leads a cause understood and supported by a small few. In a country as fortunate as ours, New Zealanders didn’t see their work as relevant to them now or in the future. To change perceptions, we needed to enable people to experience first-hand what it might be like to live without basic human rights. We needed to make the charity accessible to more people by talking to them in a place where they’re already engaged and freely sharing in conversations. Our solution was Trial by Timeline: a Facebook application that scans your Timeline activity. It searches for everything you’ve ever liked, posted or written; studies your personal profile, your age, nationality, relationship status and political views, and sentences you to real punishments. This paper explains how a local campaign managed to reach over 15 million people.