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Amnesty – GIF freedom
Amnesty – GIF freedom
2016

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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.

Client / Manufacturer
Amnesty International

Amnesty International

Frankfurt a. M., DE
Design
Leo Burnett Germany

Leo Burnett Germany

Frankfurt a. M., DE
Date of Launch
2014
Development Time
up to 12 months
Target Regions
Europe
Target Groups
Consumer / User

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