Amnesty – GIF freedom
Amnesty – GIF freedom


Amnesty – GIF freedom

Internet campagne

Amnesty International

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.

Date of Launch
Development Time
up to 12 months
Target Regions
Target Groups
Consumer / User