Amnesty International

The Dissapearing Identity

Agency: Saatchi&Saatchi


We have created an identity for THE DEATH PENALTY. All of 54 countries where the death penalty is still legal became the style-forming elements of the identity system. The dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries.
How it works
When a country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity. Оur identity must disappear just like this cruel and wild tradition. Using our website everyone can sign a petition and generate a unique poster with the current year pattern to protest against the death penalty. Activists used it to pressure governments in countries where the death penalty still exists.

This professional campaign titled 'The Dissapearing Identity' was published in Ukraine in May, 2021. It was created for the brand: Amnesty International, by ad agency: Saatchi&Saatchi. This Design, Digital, and Print media campaign is related to the Public Interest industry and contains 2 media assets. It was submitted almost 2 years ago by Sergey of Saatchi & Saatchi Ukraine.


Advertising Agency: Saatchi & Saatchi Ukraine
Chief Creative Officer Central & Eastern Europe: Jorg Riommi
Chief Creative Director: Kosta Schneider
Creative Director: Sergey Beloshitsky
Managing Director: Tetiana Slivko
Client Service Director: Olena Orlovska
Senior Account Manager: Anastasiia Oliynyk
Head of Design: Dima Moloshnikov
Copywriter: Anton Karunsky
Graphic Designer: Nataliia Bartosh
Digital Designer: Tatiana Luhovaia
Motion Designer: Kostiantyn Baranovskiy

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