Amnesty International
Amnesty International has been active in the Czech Republic for 30 years, primarily focusing on smaller-scale and activation campaigns. Despite its global brand recognition, Amnesty faces low awareness in the Czech Republic. To address this, it has enlisted the creative agency Triad to help change the situation.
2022 Brand campaign
The key task was to bring Amnesty's work closer to people as much as possible. We chose the character of Dr. Horáková to narrate the story of today's unjustly imprisoned individuals, allowing people to more easily imagine the types of people Amnesty seeks to help. Unlike the 1950s when the movement did not yet exist, current political prisoners have advocates because Amnesty tirelessly fights for such cases.
2023 Brand Campaign
The 2023 campaign spot is built on the contrast of what we see in the footage versus the voiceover. The main idea is based on the fact that not many people actually know what Amnesty does. Only for the reason they live in a free democracy. The video is trying to remind them that not all that they see as normal is a common thing in all parts of the world.