Amnesty International: We Are The Believers
CREATIVE DIRECTOR
In a global climate of COVID fatigue, isolation, and unprecedented discourse about social justice, our audiences were hungry for hope and community. Amnesty International mobilized and inspired Canadians to join the community they were already a part of — the 'believers' in human rights.
On a shoestring budget, the campaign raised over $100,000 more than our goal. Amnesty International Canada saw a 30% increase in revenue than the previous year and a 24% increase in the average gift size.
A digital and social campaign, the centrepiece was a dynamic and inspirational video that utilized brand-owned images and kinetic text to keep costs low without compromising creative impact.
