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2017

Amnesty International White Christmas

Company Boys and Girls
Client Amnesty International
  • Bronze
    4 Change - Creative for Change
Creative Director
Laurence O Byrne
Copywriter
Kris Clarkin
Art Director
Katie Kidd
Designer
Maxi McDonnell
Other, Agency Studio
Claire O Reilly
Other, Executive Creative Director
Rory Hamilton
Other, Business Director
Pat Stephenson
Other, Account Manager
Andrea Dalton-Doran
Client
Amnesty International: Colm O'Gorman & Clare Herbert
Other, Head of Digital
Shane Casey
Other, Senior Digital Strategist
Aoife Murphy
Photographer
James Day
Other, Retoucher
Dennis Tuffiell
Other, Media Planner
Ken Nolan
Creative Director
Laurence O Byrne
Copywriter
Kris Clarkin
Art Director
Katie Kidd
Designer
Maxi McDonnell
Other, Agency Studio
Claire O Reilly
Other, Executive Creative Director
Rory Hamilton
Other, Business Director
Pat Stephenson
Other, Account Manager
Andrea Dalton-Doran
Client
Amnesty International: Colm O'Gorman & Clare Herbert
Other, Head of Digital
Shane Casey
Other, Senior Digital Strategist
Aoife Murphy
Photographer
James Day
Other, Retoucher
Dennis Tuffiell
Other, Media Planner
Ken Nolan

In December 2016 Amnesty International’s attention was on Syria and they needed the public’s attention there too.
So we took an element of Christmas that Irish people are obsessed with and turned it on its head – a White Christmas.
Every year we dream of one, we even takes bets on one, but never get one.
Unfortunately, the people of Syria were experiencing a very different white Christmas, caused by barrel bombs falling from the sky rather than snow. We used this insight to grab Ireland’s attention during the festive season and asked them to turn their outrage into action by supporting Amnesty.

The web film juxtaposed the Irish ideal of a white Christmas with a Syrian one by layering heartbreaking shots of Syrians covered in white dust caused by explosions with a poignant cover of Bing Crosby’s classic Christmas song, that was being played in every shop, office, home and pub in Ireland.