Creative Showcase

Skin / Amnesty International Hong Kong

Submitted By Ada Wong

Description

To commemorate International Human Rights Day on 10 December 2006, Amnesty International invited various social groups to participate in a street carnival in Causeway Bay ¡V one of the busiest shopping districts in Hong Kong. The idea of putting poster on floor becomes an interactive media in this crowded environment. People may then choose their own action against this poster (composed of different skins signifying different races) ¡V do they want to trample on them (suffering persons)? Or do they want to help and avoid trampling?

Objective

The aim of the carnival was to remind people of persisting human rights problems in the world, and of the enormous efforts still required to make human rights a reality for all.

Technical Challenge

People will notice what they step on, especially on crowded environment. Thus the poster on floor will be seen and people may choose their own action against the poster.
The interactivity between the audience and the message is a powerful communication and really make them think before they walk.

Client

Amnesty International Hong Kong

Industry

Charity (Human Rights)

Agency

Grey Worldwide: HK

Media

Innovative Use of Media

Credits

Art Director

Ivy Lee / Raymond Wong / Jennifer Yip

Creative Director

Keith Ho / Danny Chan / Ivy Lee

Photographer

Lester Lee

Writer

Danny Chan

Views

218

 

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