Client
Amnesty International
Role
Concept, creative direction, production
Credits
Michiel Rotgans — photography
Agency
Matise
What's the difference between a human rights defender and a professional football player? Ronaldo plays a match once a week. For a human rights defender, every day is matchday.
The Real Russian Heroes
Russia 2018: winners immortalise themselves, and losers turn to dust. At the same time, Russan human rights defenders (HRDs) risk their lives for what they believe in. A perfect time for Amnesty to raise awereness and donations for the real Russian heroes.
Every Day is Matchday
The concept 'Every Day is Matchday' compares HRDs with football players. Without taking the fun of the world cup away, we created awareness for the 'other side of the world cup'. The comparison was leading in all communication.
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