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Worldpeace in a Box
Amnesty International
2019
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Concept
Production
Copy
Question
This is a da;lkj asfl;kj sdfsadjl ;alsdkjf lkkjsd fasdfasdlkj;lkj asdfjlkj;sadfj;lasdjf;l a asd;lfkj asdf;lkj asdf;lkj a;sldfkj as;ldfkj as;ldfkj ads;lkfja ;sdfkljasd ;fljsadf ;l;ljsdf ;laksdjf ;asldkfj as;flsdafj asdl;fkjas df;lskdf sdlkf sl;dkjf asdlsa d;laskdfj salk.
Solution
Of course, World Peace in a box is too good to be true. Instead of owning a box of World Peace, people became Amnesty International members. At least World Peace will get a little closer to reality this way. Of course, this was clearly communicated before actually buying the box. This campaign’s concept relied on mystery, and the excitement coming from a seemingly too good to be true product. Once interest was created amongst the audience, we were able to tell Amnesty’s story.
The World Peace (Wereldvrede) brand was set up completely independently from Amnesty. World Peace was the new brand in town, offering what we've always wanted: utopia. We didn’t communicate what was actually in the box until the big reveal. Interest grew, and we were getting messages from an excited crowd impatiently inquiring after the contents of the mysterious white box. Finally, we opened the World Peace store in the middle of Amsterdam. Press, influencers and other invitees attended, and Eduard Nazarski (Amnesty’s CEO) revealed that it was Amnesty all along. Instead of actual World Peace, people could buy or gift an Amnesty membership.
Of course, World Peace in a box is too good to be true. Instead of owning a box of World Peace, people became Amnesty International members. At least World Peace will get a little closer to reality this way. Of course, this was clearly communicated before actually buying the box. This campaign’s concept relied on mystery, and the excitement coming from a seemingly too good to be true product. Once interest was created amongst the audience, we were able to tell Amnesty’s story.
Matise Agency
Michiel Rotgans Photography
Lars Veenstra Video
Jalt Social Advertising
Role
Credits
Matise Agency
Michiel Rotgans Photography
Lars Veenstra Video
Jalt Social Advertising
Year
2019
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Photography portfolio
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