The Amnesty International 'Living in Harmony' Campaign is Powerful
Meghan Young — November 22, 2012 — Marketing
References: grey & ibelieveinadv
The Amnesty International 'Living in Harmony' ad campaign sends a beautiful message in a rather creative way. It depicts the image of a piano using human fingers in place of the classic keys. Not only does this refer to the 'harmony' part of the campaign's tag line, it cleverly uses black fingers to represent the black keys and white fingers to symbolize the white keys.
Conceived and executed by the Grey ad agency branch located in Istanbul, Turkey, the Amnesty International 'Living in Harmony' ad campaign is powerful. It might be surprising to note that racism still occurs in different parts of the world, but at least a difference is still trying to be made. The campaign was art directed by Ismail Koc and Bulent Sengul.
Conceived and executed by the Grey ad agency branch located in Istanbul, Turkey, the Amnesty International 'Living in Harmony' ad campaign is powerful. It might be surprising to note that racism still occurs in different parts of the world, but at least a difference is still trying to be made. The campaign was art directed by Ismail Koc and Bulent Sengul.
Trend Themes
1. Creative Advertising - The use of unconventional methods and techniques in advertising to convey powerful messages and create memorable impressions.
2. Social Activism in Advertising - Incorporating social activism into advertising campaigns as a means to raise awareness and drive change.
3. Representation in Advertising - Using advertising as an opportunity to represent underrepresented groups in a positive and empowering light.
Industry Implications
1. Advertising - By leveraging creative techniques like using human fingers in place of piano keys, advertising can create more effective ad campaigns that drive engagement and emotional responses from viewers.
2. Nonprofit Organizations - Incorporating artistic and creative elements like the finger-formed piano ads can make charity campaigns stand out and cultivate a stronger emotional connection with their message in viewers.
3. Diversity and Inclusion - Fostering a culture of diversity and inclusion can be enhanced through bold and creative advertisements that feature underrepresented groups such as black or minority populations in an uplifting manner that counters negative stereotypes.
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