Amnesty International

The Death Penalty Test

Agency: Air Brussels


In Belgium, due to the terrorist attacks that occurred in Brussels and Paris, 7 in 10 people considered reinstalling the death penalty for terrorists. Amnesty International Belgique francophone couldn’t let this happen. For Amnesty the death penalty is never an option, regardless of who is accused. It is cruel, inhuman, degrading and a clear violation of human rights.
That’s why on the world day against the death penalty Amnesty launched the 'Death penalty test’. A website where people can condemn different characters to death by just clicking ‘yes’ or ‘no’. The campaign started a heated debate on social media. In the end everyone realized that reinstalling the death penalty is not as evident as they thought it was.

This professional campaign titled 'The Death Penalty Test' was published in Belgium in April, 2017. It was created for the brand: Amnesty International, by ad agency: Air Brussels. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 7 years ago.


Advertising Agency: Air Brussels, Belgium
Executive Creative Director: Eric Hollander
Creative Directors: Dieter De Ridder, Joeri Van Den Broeck
Creation: Sophie De Plecker, Joris Luyten
Copy: Jean-Luc Soille
Strategy: Joris Joosten
Head of Digital: Yann Balbaert
Digital Product Manager: Maxime Van Santen
Junior Data Analyst: Jean Lissac
Digital / Graphic Designer: Maxime Douillet
Web Developer: Géspot
Account Team: Louis Gheysens, Georgia Vandenberghen, Pauline Héraly
Agency Producers: Bérengère Lurquin, Tuyen Pham
Director/ Photography: Jef Boes
Production: Initials LA
Assistant: Jan Opdekamp, Lisa Goethals
Grading: Maarten Van Vooren / Visual Creations
Sound: Thomas Houthave / KLANKWERK
Casting: The Profiles
Case Movie Director: Jeroen Willekens
Case Movie Production: Geronimo


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