Title | TRIAL BY TIMELINE |
Brand | AMNESTY INTERNATIONAL |
Product / Service | PROTECT THE HUMAN |
Category | A01. Creative Effectiveness |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Production Company | ASSEMBLY Auckland, NEW ZEALAND |
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 |
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.