The Disappearing Identity

Creative idea

We have created an identity for THE DEATH PENALTY. All of 54 countries where the death penalty is still legal became the style-forming elements of the identity system. The dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries. When a country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity. Оur identity must disappear just like this cruel and wild tradition. Using our website everyone can sign a petition and generate a unique poster with the current year pattern to protest against the death penalty.

Brand name: Amnesty International Ukraine
Advertiser / client: Amnesty International Ukraine
Product / service: human rights
Campaign name: The Disappearing Identity
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi Ukraine
Web address: http://deathpenaltyworld.com/
Executive creative director: Jorg Riommi, Kosta Schneider
Creative director: Sergiy Biloshytskiy
Copywriter: Anton Karunsky
Designer: Dima Moloshnikov, Natasha Bartosh, Tania Luhovaia, Kostiantyn Baranovskiy
Account director (agency): Olena Orlovska, Anastasiya Oliynyk
Client account director: Oksana Pokalchyk
Media director: Katerina Mitieva
Managing director: Tetiana Slivko