Amnisty International - "The Sweetest Campaign Case Study Video" by PHNX Awards 2024
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| Title | The Sweetest Campaign Case Study Video |
| Campaign | The Sweetest Signature Campaign |
| Brand | Amnisty International |
| Date of First Broadcast/Publication | 2023 / 12 |
| Story | Challenge: Amnesty International faced a significant milestone in 2023 - its 40th anniversary in Puerto Rico. The challenge was to continue promoting justice, equality, and dignity, while recognizing and leveraging their biggest asset: the unwavering support of their members and allies. Opportunity: Amnesty International Puerto Rico saw an opportunity to innovate their signature campaign approach, which had traditionally relied on petitions. They aimed to create a more engaging, personal, and memorable experience that would resonate with supporters and highlight their vital role in the movement. Solution: Thus was born 'The Resistance Cake' - a unique digital and physical campaign that redefined the act of signing for a cause. Instead of the usual petition on paper, supporters were invited to stamp their names on a digital birthday cake at bizcochodelaresistencia.com . This gesture symbolized their commitment to defending human rights, automatically endorsing all urgent actions of Amnesty International in Puerto Rico. To amplify the campaign's reach, participants could share their signed cake on social media or invite friends to explore the gallery of cakes. The campaign culminated in a physical manifestation at the 40th-anniversary celebration, where attendees signed a real cake, making it the centerpiece of a solemn and impactful event. |
| Length | |
| Creative Director / Writer | Aníbal E. Quiñones |
| Creative Director / Art | Jennifer Zierenberg |
| Web Developer | Di Bou Media |
| Cakes | Sparkling Cakes |