Amnesty International wants to pressure the Venezuelan government to withdraw 1073 buried landmines that exist in parts of the country for many years. To do need to draw people's attention to the social ignorance about this issue, to join the activism and demand a solution to the government and the landmines are removed.
To catch their attention we wanted to show people how they would look if they were victims of damage caused by a landmine, and we did it in high traffic locations where people are more likely to see its image. Mutilated mannequins were installed in brandstores that were added to project as Levis, Columbia, Exotic, and so on in several of the major shopping centers of the city. By this time, many more brand stores are dumping in to this project.
This action received media coverage from TV, newspapers, and radio. It also received thousands of comments on social networks like Twitter and Facebook and increased visits and new registered activists to the website of Amnesty International in Venezuela."
Advertising Agency: Draftfcb, Caracas, Venezuela
Creative Director: Exequiel Rodríguez / Art Director: Miriángela Villegas / Copywriter: Diogenes Méndez, Juan Delgado, Exequiel Rodríguez / Producer: Ciano González