Fingers Crossed for Freedom

Creative idea

30 years after so-called Velvet revolution we live in a time when independence of Czech justice and media is threatened. Totality is sneaking around challenging our freedom. The campaign expresses that we have to keep our fingers crossed for democracy. The visual is a photomontage of the original picture taken during the Revolution exactly where the biggest student masacre in Prague on 17th November 1989 took place and newly photographed fingers. We twisted the symbol of the Revolution (2 fingers in V shape standing for victory) and turned it into the symbol of crossed fingers in support of freedom nowadays.

Brand name: Amnesty International Czech Republic
Advertiser / client: Amnesty International
Product / service: Human rights
Campaign name: Fingers Crossed for Freedom
Agency network: HAVAS
Agency: Havas Prague
Creative director: Jakub Kolarik, Petr Cech
Art director: Jakub Kolarik, Pavel Slovacek
Copywriter: Petr Cech, Pavel Fris
Account director (agency): Vendula Hrichova
Photographer: Pavel Hejny
Agency producer: Tereza Letfusova