Amnesty International "Modern Art"

Amnesty Inernational wanted to create new and strong public interest. The agency had the idea to turn torture into a modern art sculpture. They decided to bring the Amnesty content - the fight against worldwide torture - in the most unusual context, the biggest local Museum of Modern Art, because in art museums you'll find people of higher education levels and income than in ordinary contexts - the profile of potential Amnesty supporters.

Agency: Ogilvy, Germany.