Case Study: Amnesty International - Death to the Death Penalty
On 10 October 2010, the fourth European Day Against the Death Penalty, Amnesty International France launched a commercial to mobilise support amongst decision-makers and the general public for its campaign against the death penalty.
The film, created for Amnesty International France by advertising agency TBWA-Paris, used life-like wax figures to depict four different methods of execution: firing squad, hanging, beheading and the electric chair. In each scenario, the wax figures melt then crumple - powerfully illustrating the campaign's strap line: 'Death to the Death Penalty'.
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