Amnesty International - "Call of Duty" by ANDY Awards 2012
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| Title | Call of Duty |
| Agency | Willem de Kooning Academy |
| Campaign | Call of Duty |
| Advertiser | Amnesty International |
| Brand | Amnesty International |
| Posted | March 2012 |
| Media Type | Digital |
| AI Description | The ad presents a visual message advocating for human rights, using the popular video game 'Call of Duty' as an analogy. Amnesty International highlights the widespread issue of human rights violations by comparing it to the game's massive online player base. The campaign introduces an innovative initiative: a 'Rescue Mod,' downloadable in the game for a small fee that will be donated to Amnesty International. The mod allows gamers to virtually rescue victims of real-world human rights abuses, offering a powerful metaphor for digital activism. Amnesty frames the idea of a 'virtual army' that challenges human rights violations through collaborative online gameplay. |