Software Interfaces & Usability

#gifFreedom

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With this online campaign, Amnesty International wanted to underscore that many innocent people are still behind bars. In the weeks before Christmas, the human right organisation launched the gift idea “Please, no gifts – #gifFreedom”. Emails with animated GIFs created a 3D effect in which detainees appeared to be reaching outside of their cells and to ask for help. A link in the email then led to a microsite where users were given the opportunity to take action by giving their signature or by contributing an animated GIF. With a webcam and a GIF Creator, every user was able to create their own GIF and to upload it to the site. By virtually pushing away the bars, people made their personal statement for freedom and thus became part of the campaign.

Credits
  • Client:
    Amnesty International, Frankfurt/Main
  • Design:
    Leo Burnett GmbH, Frankfurt/Main
  • Creative Direction:
    Hans-Jürgen Kämmerer, Alexander Ardelean
  • Art Direction:
    Valentin Dietmar, Hugo Moura
  • Technical Direction:
    Viktor Kislovskij
  • Text:
    Benjamin Merkel