SHOWCASE

Freedomselfie

Entry code: E43010GD19
Agency: Havas Prague
Advertiser / client: Amnesty International
Group: E. DIGITAL, MOBILE & TECHNOLOGY, AR / VR / Voice-activation, Data / Insight, Metaverse

Creative idea

Freedomselfie is the first selfie that can get people out of prison. Two political prisoners became the „faces“ of the campaign: Atena Daemi, an Iranian activist who was imprisoned for advocating female rights, and Wu Gan, sentenced to 8 years in a Chinese prison for anti-regime activities. From 2D photos, we created their 3D face that was transformed into an AR filter. Users of the AR filter were encouraged to sign an online petition so that one day the prisoners could be set free in real life. The results far exceeded our targets, we have received more than 20.000 signatures.

Brand name: Amnesty International
Advertiser / client: Amnesty International
Product / service: Human rights
Campaign name: Freedomselfie
Agency network: HAVAS
Agency: Havas Prague
Additional company: Dream studios
Production company: Dream studios
Web address: https://freedomselfie.amnesty.cz
Creative director: Jakub Kolarik, Petr Cech, Pavel Vincenc
Art director: Jakub Kolarik, Pavel Slovacek
Copywriter: Petr Cech, Zdenek Buchtela
Designer: Pavel Vincenc, Jiří Hanzlíček
Music: Ondrej Dvorak
Post production: Martin Capovcak
Additional company: Account team: Milica Petrik, Vendula Hříchová, Martina Figurová

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