Amnesty International - Sign For Humanity

Viral campaign for social networks.

The briefing

Amnesty International Belgium asked us to reproduce the experience initiated by the DDB agency in Poland. The aim is to set up a meeting between a refugee and a European. Facing each other, they are to look each other in the eyes for four minutes. What emotion will result from this?

Our Approach

A dozen or so pairs met in front of our cameras. We created a mood and an atmosphere conducive to a warm interaction. The use of three cameras meant we were able to capture all viewpoints without interrupting the exchange. The magic operated during editing. We allowed the emotion to build up showing eye contact and interaction and using appropriate music at the right moment. As a result, the video has been seen close to 300.000 times on the Amnesty International Belgique Facebook page.