London International Awards
2022 Winners and Finalists
Bronze
Online Film
Best Use of Real Time Advertising
| Entrant: | Anorak (NoA), Oslo |
| Brand: | Amnesty International |
| Title: | "Land of the Unfree" |
| Corporate Name of Client: | Amnesty International |
| Senior Client Brand Manager: | Kristine Djuvik Kro |
| Head of Client Services: | Camilla Kolverud |
| Client Account Director: | Sindre Stranden Tollefsen |
| Client Supervisor: | Varin Hiwa |
| Agency: | Anorak (NoA), Oslo |
| Senior Creative Directors: | Stein Simonsen/Lars Holthe/Peter Power |
| Agency Social Media Planner: | Klaudia Lech |
| Agency Production Manager: | Camilla von Borcke |
| Agency Group Account Director: | Janne Espevalen |
| Agency Planning Director: | Nicklas Bohman |
| Digital UXD Directors: | Erlend Dal Sakshaug/Nökkvi Thorsteinsson |
| Digital Designer: | Catrine Kooyman |
| Production Company: | B-Reel Films, Stockholm |
| Director: | Nicolina Knapp |
| 1st AD: | Viviana Figueroa |
| Senior Executive Producer: | Anisa Dzindo |
| Producers: | Fiffi Kjell/Kim Jansson |
| Director of Photography: | Andreas Johannessen |
| Music Production Company: | Ohlogy |
| Music Producer: | Nils Martin Larsen |
| Music Performed By: | Emilie Nicolas |
Description:
SOLUTION A 90 second online film portraying four different women facing the consequences of stricter abortion laws – to the sound of a new version of «The Star-Spangled Banner», without the word free.
A central part of the campaign was timing. Not knowing when or if «Roe v. Wade» would fall, our goal was still to have a response ready if the unthinkable happened. On the day it did, we were able to launch one hour after the news broke, and within hours Amnesty was trending on TikTok and spreading across the world.
RESULTS (with a $0 media budget) - More than 1 million signatures that were sent directly to U.S. state governors - 4,5 million organic views in 3 days - 336% increase in followers on TiKTok - Over 1 million likes - 15k+ comments - Over 1300 reaction duets om TikTok