Going up?
January 30, 2008
“More than 90% of Guantanamo detainees are held without charge and in extreme isolation. Help stop the abuse.”
This is an excellent guerilla campaign for the human rights group Witness for Torture that launched in Dubai and will soon premiere in New York. I think elevator placements is one of the best—BEST—places to execute guerilla. The elevator ride is strangely awkward anyways, why not give people something to focus on, read, and or talk about on that 30 second ride. You can’t help but read it. This is a well executed but very simple idea. And they had the measurables to prove their success with traffic to www.witnesstorture.org increasing by over 35% and increases in subscriptions of their news feed.
Advertising Agency: TBWA\RAAD, Dubai, UAE
CreativeDirector: Nirmal Diwadkar
Art Directors: Nandu Oturkar, Rabih Najjar, Abraham Varughese
Copywriter: Abraham Varughese
Photographer: Kundan Raut
Illustrator: Nitin Madhulkar
Other additional credits: Jeremy Varon, Patricia Balan
Released: December 2007
