Creativity

Amnesty International USA: Tear It Down

Exhuming the old pixel advertising methodology for the greater good, and working pro bono as well, creatives Derek Sherman and Dan Weeks--under the nom de guerre Middle Child--

Editor's Pick

Exhuming the old pixel advertising methodology for the greater good, and working pro bono as well, creatives Derek Sherman and Dan Weeks--under the nom de guerre Middle Child--executed a website for Amnesty International USA that's a virtual online petition to tear down Guantanamo Bay.

Setting the notorious Cuban-based prison, and, more importantly, Capitol Hill, in its sights, Middle Child's mission is to collect 300,000 signatures for an online petition to undo Guantanamo. A bleak photo of prisoners greets visitors upon landing on the site, and by signing the petition, each participant receives a real pixel from said pic--300,000 in total. Once the target figure's reached, Amnesty International will have the numbers they need to effect change and every person who receives a unique pixel will be memorialized as their name is left behind and turned into a mural of concerned people.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Oct 12, 2007
Client:
Amnesty International USA
Agency:
Middle Child
CD/Copywriter:
Derek Sherman
CD/Art Director:
Dan Weeks
Web Design:
Huge
Designer:
Clayton Crocker
Website Creative Director:
David Skokna
Developer:
Evan Whalen

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.