Amnesty – GIF freedom
Internet campagne
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
Design
Amnesty International
Frankfurt a. M., DELeo Burnett Germany
Frankfurt a. M., DEDate of Launch
2014
Development Time
up to 12 months
Target Regions
Europe
Target Groups
Consumer / User