Creativity as a driver for engagement

Is creativity the antithesis of effectiveness in advertising campaigns? Absolutely not. In fact, when you make yourself stand out with creativity, you involve your target audience and appeal to their emotions and effective communication is a logical consequence. That much is certain. In collaboration with Amnesty International, we create campaigns that raise awareness for things that really matter in the drive to build a world with respect for human rights. Everywhere and for everyone. What drives Amnesty and iO? Authentic indignation about human rights violations – coupled with the hope for a world in which human rights can exist and are guaranteed.

Client

Amnesty International Vlaanderen

Challenge

To use creative campaigns to raise awareness and respect for human rights

Solution

Video marketing and creative advertising built on a strong concept

How do you protect human rights in a peaceful way?

In the first place by encouraging engagement with creative campaigns: a specific form of communication, that focuses on connection in a positive way. This makes it more likely that the message it’s linked to will have an impact on the audience. A highly motivated substantive collaboration, driven by creativity to trigger sensitisation, empathy, and action.

"A strong idea, combined with creativity and authenticity, that’s our starting point. This makes advertisements that stick – not least thanks to the extra persuasiveness."

Sam De Win, Executive Creative Director iO Belgium

Football is great, but at what price?

Qatar employs nearly 2 million migrant workers – that’s the same as 95 percent of Qatar's total population. They’re working on infrastructure, in construction, in services and on stadiums and other facilities for the World Cup that will take place in 2022. We made a clear statement with the creation of this image; we put all the workers in the spotlight to bring extra attention to their plight.

Birthday party in minor for Djalali

On Friday, January 14, 2022, Dr. Ahmadreza Djalali celebrated his 50th birthday. However, there was little to celebrate. He has been alone in a cell in Iran's notorious Evin prison for more than 5 years. The best we can do is keep him in our thoughts and keep hoping. This idea inspired iO to create a subdued video for Amnesty International Belgium Flanders, that appeared on social media on Djalali's birthday. Gregory Frateur, singer, and frontman of the band Dez Mona, joined the campaign. You can see him in the spotlight and hear him in the music he made with Chantal Acda.

Breaking the silence around sexual violence

Sexual violence remains a major problem. Our ideas of what sexual violence is needs an update. Survivors are still struggling to have their voices and experiences heard or properly supported. Amnesty International Flanders is tackling this problem with a striking TV ad.

In a cinematographic ad - Amnesty, in collaboration with various partner organisations, calls on everyone to break the silence around sexual violence.

Amnesty: human rights protected by iO

Every year, the Belgian broadcaster VRT holds a competition where good causes can compete for free airtime in the context of Messages of Public Benefit. iO hijacked this airtime for Amnesty International with a beautiful diptych about human rights. There can never be too many reminders about the importance of human rights. Human rights are nothing more than our basic needs. It’s easy to forget that even today, many freedoms and human rights are being tested around the world.

In a cinematographic diptych, iO therefore makes the link with rights that we all know copyrights. Lyrics, books, songs ... can’t just be copied or misused. Josse De Pauw, theatre maker and actor, and writer Saskia Decoster explain serenely and soberly why.

Amnesty International and iO striking out with 1,000 strokes

In 2014, blogger Raif Badawi was sentenced to 1000 strokes, 10 years in prison and a heavy fine in Saudi Arabia. He was punished for making critical statements about the government and insulting Islam. Amnesty International and iO responded to this with an inspiring online video, Mario Goossens, drummer of Triggerfinger, with a torrent of drum strokes – 1000, to be precise.

This video has impact and leaves the audience in no doubt: 1000 strokes is 1000 strokes too many. Time for action on www.amnesty-international.be

Relevant insights

Strategy
Content strategy: the art of building relationships
Today brands create content every single minute of the day and have a thousand ways to communicate that they are in tune with their customers' changing needs and desires. But a great content strategy is not about a series of one-shots, and it’s not about ‘doing video’ or ‘going social’ either. If you really want to capture people's attention and turn it into a lasting relationship with your brand, you need to make a genuine connection. Sabrina Bulteau, Strategy Service Line Director at iO Brussels, helps you well on your way in your new adventures in content marketing.
Creation
Why good digital design matters
As we live in a society where ‘always-on’ is more than just a buzzword, brands can’t afford to bore people. People will only listen to you if you deliver a great experience, and as a brand you have to speak to their needs, their experiences and their humanity. You need to put yourself in their shoes: what do they love and hate? By doing so, you stand a better chance of getting them involved in your message and making them feel moved.
Creation
Smarter innovation through Design Thinking
Research demonstrates that companies that shape products and services, in a co-creative process with their end users, can benefit from as much as a 32% higher revenue growth than their competitors, over 5 years. It’s little wonder that Design Thinking — a solution-oriented methodology, in which issues are defined directly from listening to the needs of the end user — is gaining ground. Bas van Dun and Dylan Fanego, digital strategy consultant and UX designer at iO, explain: "Sometimes the solution does not lie in the app or website that you initially had in mind".