Amnesty International: "Mannequins" Publicidad ambiental hecho por Draftfcb Caracas

Category: Ambient Media (Large Scale)
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: DRAFTFCB CARACAS
Creative Vice President: Exequiel Rodríguez (Draftfcb Caracas)
Creative Director/Copywriter: Juan Delgado (Draftfcb Caracas)
Copywriter: Diógenes Méndez (Draftfcb Caracas)
Art Director: Miriángela Villegas (Draftfcb Caracas)
Producer: Ciano González (Draffcb Caracas)
Installation: Iván Berrios (Draftfcb Caracas)
Director Amnesty International: Maya León (Amnesty International)
Media placement: Installation Mannequin In Store - Levis Store, Columbia Store - March 20 / 2012

Describe the brief/objective of the direct campaign.
Amnesty International wants to pressure the Venezuelan government to withdraw 1,073 buried landmines that have existed in parts of the country for many years. To do this they need to draw people's attention to the social ignorance about this issue, to encourage them to join the activism and demand a solution from the government and get the landmines removed.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To catch their attention we wanted to show people how they would look if they were victims of damage caused by a landmine, and we did it in high traffic locations where people are more likely to see the image. Mutilated mannequins were installed in brandstores that were added to Levis, Columbia, Exotic, and so on in several of the major shopping centres of the city. By this time, many more brand stores are joining into this project.

Explain why the creative execution was relevant to the product or service.
People could and still can see themselves in front of this installation and in a direct way how they would look if they were victims of damage caused by a landmine, and we did it in high-traffic locations where people are more likely to see its image.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This action received media coverage from TV, newspapers, and radio. It also received thousands of comments on social networks like Twitter and Facebook and increased visits and new registered activists to the website of Amnesty International in Venezuela. More brand stores in mayor mall in Caracas are contacting Amnesty International to join this initiative.