Global Winner

#IWELCOME — LIVE

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Agency: DDB&tribal Warsaw

Brand: AMNESTY INTERNATIONAL

Market: Poland

Around the world, raging wars and brutal regimes have forced more than 21 million people to leave everything they know and love behind in their home countries. We haven’t witnessed so many refugees run for their lives since the Second World War. Every one of them is looking for a place to start their lives again, without danger or fear. When talking about the problem of refugees, we use dehumanized language, which reduces human tragedy to numbers and statistics. What can be done to make European citizens recognise that refugees are not sum of dangers and fears, but human beings in desperate need of help? What can be done to make refugees recognise that there are human beings who understand them and are eager to help? Before LIVE event, in Berlin, using an experiment by Artur Aron who discovered that four minute eye contact brings people closer together than anything else, we seated refugees and Europeans opposite each other, so they would look in each other’s eyes for 4 minutes to overcome mutual prejudice. The video from this event had billion media impressions, however some commented that it owes its emotion to the editing, not genuine reactions.

Campaign Goals

  • Brand Awareness
  • Local Awareness
  • Reach
  • Traffic
  • Engagement
  • Video Views
  • Conversions
  • Lead Generation

Facebook Products Used

  • Video Ad
  • Image (Photo) Ad
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