Creative | ‘Not Powerless’
Description of work: Amnesty International was launching a campaign to call on the UK government to uphold their commitment to human rights. They wanted to kick off with a viral video that would act as a rallying cry to a younger generation of activists.
Further description: The concept of Not Powerless was born after studying emerging trends, conducting sector analysis and examining the behavioural data of our target audience profile – in particular – their online conduct. A book called ‘Kill the Normies’ gave me great insight into this. It explored the development of internet culture, the nature of political correctness, the far-right and the election of Donald Trump. It explained how this had impacted the feelings and behaviour of young people and what kind of content and language appealed to them.
I also researched the roots of The Secret Policeman’s Ball as I wanted to stay faithful to Amnesty’s core identity. I tried to resurrect its rebellious spirit and inject the work with humour and courage. The video was a huge success – not only did it catapult the campaign into the spotlight but it was deployed as an acquisition tool and brand hero film for many years afterwards.