How to raise people’s conscience

Watch this! The sound of monks chanting in the background make it even more moving.

In 2010, Burma held its first elections in 20 years. As part of its campaign to help free Burma’s 2,100 political prisoners, Human Rights Watch created a giant installation at New York’s Grand Central Station. Consisting of hundreds of prison cells, a closer look reveals that the cells bars are actually pens. Visitors could remove the pens to symbolically free the prisoners and then use the pen to sign a petition calling for the release of these innocent prisoners.

Advertising Agency: JWT, New York, USA
Chief Creative Officers: Harvey Marco, Peter Nicholson
Executive Creative Director: Andrew Clarke
Head of Art: Aaron Padin
Art Director: Roy Wisnu
Copywriter: Chris Swift
Director of Photography: Izzy Levine
Director of Integrated Production: Clair Grupp
Directors of Production: Nick Scotting, Kit Liset
Producers: Paul Charbonnier, John Minze, Tadd Ryan
Account Executive: Lindsay Gash
Art Buyers: Elizabeth Corkley, Sara Levi
Project Managers: Elaine Barker, Jessie Hoyt
Photographers: Izzy Levine, Bill Bramswig / Platon
Production Company: Cigar Box Studios / Graphic Technology / Uni-Graphic / Print International / Circle Graphics / C2 Graphics
Editing House: JWTwo

Inspiration: Ads of the World


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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