Jun 10, 2010
On October 10 2010, the fourth European Day Against the Death Penalty, Amnesty International France launched
a commercial to mobilise support amongst decision-makers and the
general public for its campaign against the death penalty.
The film, created for Amnesty International France by advertising agency TBWA-Paris, used life-like wax figures to depict four different methods of execution: firing squad, hanging, beheading and the electric chair. In each scenario, the wax figures melt then crumple - powerfully illustrating the campaign's strap line: 'Death to the Death Penalty'.
French broadcasters agreed to show the ad at no cost to Amnesty International during an initial run of 30 ad slots. The commercial was then shown in independent cinemas across France for a further four weeks and the creative idea featuring wax figures was also used inaccompanying print ads - including posters in Paris - and also direct mail.
The 'Death to the Death Penalty' campaign generated significant media coverage and interest both in France and further afield. The commercial was viewed more than 400,000 times online with 30,000 views via the Amnesty International France web site. The advertising has since been used by Amnesty international in more than a dozen other countries - an unusual step as the organisation usually commissions then implements its marketing campaigns locally, market by market.
The film, created for Amnesty International France by advertising agency TBWA-Paris, used life-like wax figures to depict four different methods of execution: firing squad, hanging, beheading and the electric chair. In each scenario, the wax figures melt then crumple - powerfully illustrating the campaign's strap line: 'Death to the Death Penalty'.
French broadcasters agreed to show the ad at no cost to Amnesty International during an initial run of 30 ad slots. The commercial was then shown in independent cinemas across France for a further four weeks and the creative idea featuring wax figures was also used inaccompanying print ads - including posters in Paris - and also direct mail.
The 'Death to the Death Penalty' campaign generated significant media coverage and interest both in France and further afield. The commercial was viewed more than 400,000 times online with 30,000 views via the Amnesty International France web site. The advertising has since been used by Amnesty international in more than a dozen other countries - an unusual step as the organisation usually commissions then implements its marketing campaigns locally, market by market.
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