Amnesty International

Amnesty World Cup

Agency: iO


The World Cup in Qatar and the performance of the Red Devils will dominate the news in the coming weeks. Will this World Cup be a highlight or a low point for our national team? For Amnesty International, for now, this tournament is at an all-time low. At least when it comes to human rights.

Amnesty International has long been campaigning with the hashtag #PayUpFIFA to raise the human rights violations that came with hosting the World Cup in Qatar. Indeed, Amnesty is calling on FIFA to compensate the migrant workers and their relatives with at least as much prize money as the World Cup winner receives. For now, without any real concessions.

iO took a symbolic approach and let Amnesty present its version of the World Cup as a tribute to the hardest-working team at this tournament.

The 3D World Cup took shape through every signature submitted online, as each signature resulted in an additional printing session to complete it. The result can be seen on the petition platform's thank-you page. This way, Amnesty continues to put pressure on FIFA even during the World Cup.

This professional campaign titled 'Amnesty World Cup' was published in Belgium in November, 2022. It was created for the brand: Amnesty International, by ad agency: iO. This Film medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 1 year ago by Executive Creative Director: Sam De Win of iO.


Client: Amnesty International
Contacts: Alix Bolsens, Griet Ryckeboer, Wies Degraeve
Agency: iO
Account team: Stephanie Katic, Ena Stevens, Eve Tang
Executive Creative Director: Sam De Win
Creative team: Ivan Moons, Wouter Huyghe
Directed by Jeroen Slenders
3D design: Anti-Static - Arne Goossens, Griffin Peeters, Samuel Joos
DOP: Nico Vandepoel
Sound studio: Raygun
Fixer: Frank Cuypers
Stadium: Seppe Vanpeteghem - KV Mechelen


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