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Creative Award
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Amnesty International - "Football (French)" by ANDY Awards 2008

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TitleFootball (French)
Title (original language)Football
Agency
Campaign Child Soldiers Campaign - Amnesty International
Advertiser Amnesty International
Brand Amnesty International
Date of First Broadcast/Publication 2007 / 2
Business Sector Human Rights
Tagline 300 000 child soldiers dream of simply being children
Tagline (original language) 300 enfants soldats rêvent juste d'être des enfants
Media Type Magazine
AI Description This striking black and white ad by Amnesty International, designed by TBWA\PARIS, powerfully addresses the issue of child soldiers. It features a young boy dressed in military attire, complete with a helmet and gun, engaged in a seemingly ordinary game of soccer against another boy. The contrast between their playful activity and the harsh reality of his soldier's gear is stark and poignant. The barren, desert-like backdrop emphasizes the isolation and harsh conditions surrounding the children. The tagline underscores the campaign's message: '300 000 child soldiers dream of simply being children.' The ad seeks to evoke feelings of empathy, highlighting the innocence lost in conflict and advocating for children's rights.
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