case study - 01
Amnesty Int. I
date. 2025
client. brief
The Berif
In a world of noise, how do we make silence scream?
Many people believe protests achieve nothing. Historically, this view has framed protest as a “pilgrimage of nothingness,” as Antonio Gramsci once described it. Today, even more so, protests are often seen as cycles of effort without clear outcomes.
THE SOLUTION
The insight is people enjoy the results of past protests without recognizing that protesters won them.
So, the strategy for Amnesty International should highlight aspects of day-to-day life which were made possible by protests, shifting perception from "protests don't work" to "protests gave us this."
The creative idea: Thanks to Protesters.
Asterisk symbol:
Symbol used in writing to signal that there's additional information, clarification, or a footnote about that particular word or phrase.
Why Protesters?
Because "protester" is a person. And this campaign is about people.
Warm, human, real.
People who feel something so deeply they can't stay home. People who believe things can change.
"
" This work didn't just represent
Amnesty; it transformed the city into
a manifesto for human rights. "
— DIRECTOR , AMNESTY UK
We then developed a second TikTok execution focused on the weekend, a right that feels normal today but had to be fought for.
We then developed a second TikTok execution focused on the weekend, a right that feels normal today but had to be fought for.
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