Internet is always considered as a platform for free speech, and there is enough space for every user in this Infinite World Wide Web. Users worldwide can express their collective opinion through internet. Though internet is often misused, we can not ignore its greater value. However, there are countries which do not like this freedom, and they curb what we can call as the internet free expression. Amnesty is coming forward to raise its concern against this online ‘inhuman’ approach of those countries.
Being the young male and female audience as its main target, Amnesty uses a familiar icon of internet expression in this campaign (smiley) and places it in totally strange circumstances. The clever campaign shows how the smiley is being tortured.
The copy reads- Still there are countries that punish internet free expression. Join us, fight with us.
With its unconventional way of communication and out-of-the-box concept, the campaign definitely places itself above the average group of ads.
CREDITS
Advertising Agency: Unitas/RNL, Santiago, Chile
Executive Creative Director / Creative Director / Copywriter: Pancho González
Art Director: Gonzalo Muñoz
Account Manager: Alexis Sfeir
