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--

Published On
Oct 12, 2007

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.

Credits

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

Need a credit fix? Contact the Creativity Editors

Project Type
Tags