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Amnesty International “Outrage Is Not Enough” 2017

Amnesty International “Outrage Is Not Enough” (2017) is an Amnesty International commercial directed by Michael Christopher Brown (Kenya) for Ogilvy & Mather. It won one award: British Arrows 2017 Gold — Interactive Video Advertising.

Amnesty International's campaign highlights that online outrage isn't enough, urging people to take action by signing petitions to support refugees.

Video: Amnesty International on YouTube

Shot by shot

  1. Two men carry an injured man through a rubble-strewn street in a war-torn city, with buildings and debris in the background.© Amnesty International0:06
  2. A wide shot shows a vast refugee camp filled with numerous white tents under a bright, hazy sky in a desert landscape.© Amnesty International0:09
  3. A woman in a red hijab holds a sign while a film crew records her in a rural village.© Amnesty International0:17
  4. A male cameraman with curly hair and a visor operates a professional video camera, filming a young Black man standing in a rural, dusty outdoor setting.© Amnesty International0:23
  5. A woman in a red hijab and dress stands in front of a mud hut, speaking directly to the camera about the refugee crisis.© Amnesty International0:35
  6. A woman in her 30s, wearing a black coat, stands in a narrow, dilapidated alleyway, speaking directly to the camera.© Amnesty International0:45
  7. A young Black man in a light blue shirt stands in a room with yellow walls and pictures, speaking directly to the camera.© Amnesty International0:53
  8. A young Black man in a blue shirt sits in a dimly lit, rustic room with "LOCAL CHURCH" painted on the wall, speaking to the camera.© Amnesty International0:59
  9. A woman in her 30s, wearing a black coat, stands in a narrow, dilapidated alleyway, speaking directly to the camera.© Amnesty International1:19
  10. A young Black man in a blue t-shirt stands in front of a dilapidated building, speaking directly to the camera, with text on screen.© Amnesty International1:27
  11. A man in his 20s holds a sign that reads "OUTRAGE IS NOT ENOUGH #TAKEACTION" and "AMNESTY INTERNATIONAL" in a dimly lit room.© Amnesty International1:53
  12. A young man holds a sign that reads "OUTRAGE IS NOT ENOUGH #TAKEACTION" in front of a dilapidated building.© Amnesty International1:55

Stills © Amnesty International. Made by Ogilvy & Mather and Michael Christopher Brown (Kenya).

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Refugees deliver personal messages to people tweeting about the crisis.

Tagline: “OUTRAGE IS NOT ENOUGH #TAKEACTION”

real people testimonialscall to actionsocial media integrationcontrast between online and realitydirect address to cameraurgent message

The cut

Length
120 s
Shots
47
Average shot
2.6 s

What creatives use Amnesty International “Outrage Is Not Enough” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Amnesty International “Outrage Is Not Enough”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two men carry an injured man through a rubble-strewn street in a war-torn city, with buildings and debris in the background.© Amnesty InternationalA wide shot shows a vast refugee camp filled with numerous white tents under a bright, hazy sky in a desert landscape.© Amnesty InternationalA woman in a red hijab holds a sign while a film crew records her in a rural village.© Amnesty InternationalA male cameraman with curly hair and a visor operates a professional video camera, filming a young Black man standing in a rural, dusty outdoor setting.© Amnesty International
    Frames from Amnesty International “Outrage Is Not Enough”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Amnesty International “Outrage Is Not Enough” in order, with its length, framing and what happens in it.

    Two men carry an injured man through a rubble-strewn street in a war-torn city, with buildings and debris in the background.© Amnesty InternationalA wide shot shows a vast refugee camp filled with numerous white tents under a bright, hazy sky in a desert landscape.© Amnesty InternationalA woman in a red hijab holds a sign while a film crew records her in a rural village.© Amnesty InternationalA male cameraman with curly hair and a visor operates a professional video camera, filming a young Black man standing in a rural, dusty outdoor setting.© Amnesty InternationalA woman in a red hijab and dress stands in front of a mud hut, speaking directly to the camera about the refugee crisis.© Amnesty InternationalA woman in her 30s, wearing a black coat, stands in a narrow, dilapidated alleyway, speaking directly to the camera.© Amnesty International
    Length: 120 s · Shots: 47 · Average shot: 2.6 s

  3. 03Ad ideas: every spot built on a real people testimonials

    Before you present an idea, you need to know who has done it, and how.

    Amnesty International “Outrage Is Not Enough” is built on a real people testimonials. Search the library by idea to see every spot that uses it.

    Swedish Tourist Association “The Swedish Number”© Swedish Tourist AssociationSkinPen “Meant To Be Montage”© SkinPenHéma-Québec “Stem Cell”© Héma-QuébecGarnier “Acqua Micellare”© Garnier
    Swedish Tourist Association · SkinPen · Héma-Québec · Garnier

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Questions

Who directed the Amnesty International “Outrage Is Not Enough” commercial?

Michael Christopher Brown (Kenya) directed it, for the agency Ogilvy & Mather.

Which agency made Amnesty International “Outrage Is Not Enough”?

Ogilvy & Mather created it for Amnesty International (2017).

What awards did Amnesty International “Outrage Is Not Enough” win?

1 awards, including British Arrows 2017 Gold — Interactive Video Advertising.

What is the tagline of Amnesty International “Outrage Is Not Enough”?

“OUTRAGE IS NOT ENOUGH #TAKEACTION”

Sources for the credits and awards

britisharrows.com