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50th Anniversary, Shine a Light on Human Rights

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Published/Aired: 
March 2011

Description

Film advertisement created by Loyal Kaspar, United States for Amnesty International, within the category: Public Interest, NGO.

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Prof's picture

obviously a lot of money went into this. the art direction is really nice, yet i dont like it for some reason. it seems forced, boring, repetitive and unengaging. am i missing something or does human rights have nothing to do with child soldiers and riot police? i can kinda understand the noose, but the VEIL? how does intolerance for religious customs fit into human rights? to me it seems like a very immature idea and they tried to make up for it with art direction. you guys are no TBWA Paris. if you re gonna do amnesty stuff, do it right. you missed by a mile.

Prof
Activity Score 1449
Copywriter |

Quite really.

mikehi73's picture

Completely agree with Prof...great art direction but missed the plot.

mikehi73
Activity Score 23
Producer/Director
elliott's picture

thanks for your comments. Actually no money went into it at all it was pro bono and we worked on it mostly on evenings and weekends so were not ever going to match up to the amazing work of TBWA Paris. Were glad you liked some of it. The brief was to make a film celebrating 50 years of Amnesty International through the idea of Shining a Light on human rights issues, and causing a change. We picked on some key issues to illustrate, and of course there are millions more, but we were not really going for a historical blow by blow account of the past 50 years, more for the idea that the more people write letters and put pressure on regimes to change the more it happens. As for the woman, she is not supposed to be wearing a veil and have any religious connotations. She represents desperately poor women all around the world, in particular in relation to maternal mortality under the umbrella campaign of Demand Dignity, Amnesty's big push this year that aims to give poor people a voice to stand up to the injustices they face under oppressive regimes. As for the riot cop, he represents regimes that can be and are currently being overthrown by people standing up for themselves in unison. Hope this clarifies some stuff.

elliott
Activity Score 6
Creative Director at loyalkaspar
Prof's picture

i know what it is supposed to "represent". the issue is not the clarity. the issue is that it has nothing to do with it, however you want to twist it to make it metaphorical and pseudo-subtle. by the way dont give me that pro bono stuff, we are both in advertising, we both know, so please ;) and as i said before, if you are gonna do AI and post it here, do it properly and not "on evenings + weekends". kinda defeats the purpose. better luck next time.

Prof
Activity Score 1449
Copywriter |

Quite really.

atb2005's picture

I can't believe that Prof made someone from the agency clarify what's perfectly clear, even with the slight confusion caused by the title of the film. As elliott pointed out, the film seeks to shine a light on critical human rights issues. Great job!

atb2005
Activity Score 13557
everartz's picture

i found it a little boring also, repetitive with these cubes that were falling somewhat randomly.. it could've been more effective having the topic is strong it self..

everartz
Activity Score 7613
Art Director |

| everartz |

StarlaY's picture

I think the main challenge of this work was to cover multiple areas that Amnesty International works on. It's a lot easier to work on one single subject like death penalty or human rights. Your message can be single minded and if cleverly executed, striking. And no matter who the client is, there's always the risk of the output being tacky when trying to tell many things at once. That's why most of the corporate communication ads are boring. "We do this, we do that and also we do this and this and this..." and the audience remembers none of it after watching the ad.

Another issue; I understand the need of building a visual link between the subjects but I also agree that the shiny cubes' repetition made the ad quite boring. Maybe it's because of how they were used, don't know.
what I don't understand is why the child soldier screams and runs away when he sees the light. They are the victims, not vampires after all. Maybe if he was mesmerized by the brightness of the ad and dropped his gun it might deliver the right message.

StarlaY
Activity Score 310
Copywriter |

“Inspiration exists, but it has to find us working.” Picasso.

elliott's picture

Thank you all for your comments. Its nice to have feedback to respond to.

Ok, lets get one thing straight, its not an ad. Its a short film. Anyway those definitions are blurry in any case

@StarlaY
The idea is that the light causes change. Each box represents a person, a voice or a letter written on behalf of Amnesty and the story needs the build up of numbers to make that clear that the letters that get written, the more change comes about. Sorry if you found it repetitive.

About the child soldier the presence of the light causes him to react and runaway. Granted, it is not 100 percent clear that he dropped the gun, perhaps that is not helping, but he drops an unused bullet, and his gun never goes off.

@Bakamono
watch the film again, you will notice that Peter Benenson the founder of Amnesty International writes the first letter (which is how the organization started 50 years ago). As he signs, his pen ignites and lights a candle, the letter folds around the candle and becomes a cube. Each other cube represents another letter written by another person. So the cube of light represents the Amnesty candle inside a letter and collectively they shine a light.

elliott
Activity Score 6
Creative Director at loyalkaspar
bakamono's picture

Thank you for explaining, I don't like the cube idea it has no merit, why would a letter fold in to a cube / box, when its purpose is to break cubes / boxes /cells in which people are kept tortured and killed. Instead of a candle light shining bright its dim and closed inside walls.

That is just me, hope I am wrong on this one.

bakamono
Activity Score 1002

because therefore it is

jagadeesh's picture

great video..especially background music

jagadeesh
Activity Score 743
elliott's picture

Thank you.
The music was done by Mikkel Hess
http://www.hessismore.com/

elliott
Activity Score 6
Creative Director at loyalkaspar
Glut's picture

that´s right everatz

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Hammad S's picture

I really liked the art direction! It was long but it kept me watching...I got the message and like how it was presented. I don't think ppl will be afraid of this. But getting ppl to help...I feel smthing was missing.

Hammad S
Activity Score 484
bakamono's picture

I don't get the "cubes" why?

bakamono
Activity Score 1002

because therefore it is

amaley01's picture

Beautiful video! Thank you to all Amnesty International supporters and contributors who work thanklessly and tirelessly on behalf of those who are being denied their human rights. To me, this video was clear and captivating. The world would certainly be a better place if there were more people who cared enough to step up and lend a voice to those falsely imprisoned, denied dignity, terrorized by violence or taken advantage of and forgotten by the world. So, thank you- for all you do to shine a light on human rights.

amaley01
Activity Score 3
abake's picture

Valiant effort with all the right intentions and some good ideas. Unfortunately, it doesn't gel for me. It seemed overlong and a bit contrived.
I like the core concept of shining a light though.

abake
Activity Score 1262
RMG Connect Colombia
carolynjane's picture

Again have to agree with Prof, looks nice and at first I was intrigued by the boxes... then it just seemed to drag. Nice art direction and sound though

carolynjane
Activity Score 18
Art Director
jenniferzalez's picture

I strongly believe that to appreciate this video, one must appreciate the building of the human rights movement...one light, or one box at a time. It looks like the boxes, or "cubes" are illuminated letters written by people on behalf of human rights. I think the video is extremely powerful and that the length isn't too long at all - I didn't get the sense of the video dragging but quite the opposite - I felt intensity building which was echoed by the music building as well. I actually thought the storyline was incredibly moving (I am also an admirer of Amnesty's work) because the lights had a peaceful presence to them - regardless the issue (which were all important human rights issues might I add)- child soldiers, poverty, the death penalty, and torture/mistreatment by authorities - the lights kept turning on and building and moving forward at a steady pace, without aggression, but with hopeful persisitence.

As for the woman, I think her identity is portrayed very vaguely in this video, as she could represent many human rights violations. In Prof's original observation, if she were wearing a veil to represent religious intolerance, this would speak ABSOLUTELY to a human rights issue - whereas the Declaration of Human Rights defines freedom from discrimination based on ethnicity, gender and religion as one of its most basic and fundamental rights that all people deserve. However, she may also represent poverty more generally with an outreached hand looking for food or shelter, or she may be seeking asylum or refuge from persecution in her home country. It also sounds and looks like she is holding a child in her arms, so she could also represent children's rights more generally, or women's human rights.

Anyway, bottom line. I really liked this 3 min piece and I am trying to figure out what some of the negative fuss is about? Thank you Amnesty for sharing this video and for working for 50 years to make sure that our rights are protected. You can count on me to write my letters and shine my light...or...become a cube (for those uninspired).

jenniferzalez
Activity Score 3
atb2005's picture

Just ignore the peanut gallery. Bitching is the norm on aotw, sadly.

atb2005
Activity Score 13557
StarlaY's picture

the general negative opinions are not born from not appreciating human rights, they are born from not appreciating this particular film.
this is a platform that we all discuss about the execution of the works as well as the content. Most of the people (including me) are here to make some constructive comments and in my opinion that's why people post their work here, not just in sake of being seen or recognized.

To get inspired, the work itself has to be aspiring. But I admit the fact that ad people hardly get moved and it's a deformation that comes from our professions. Still no matter how the bar is high here, Amnesty had done better before, unfortunately that's why most of the comments are negative.

If this film was posted on facebook and got negative feedback, then you may be right about how people are uninspired. But this is a platform where people has a professional eye and they speak accordingly. People will probably post this on their profiles or share with their friends, maybe not so many ad people and it's not a big issue in my opinion.

StarlaY
Activity Score 310
Copywriter |

“Inspiration exists, but it has to find us working.” Picasso.

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