The Amnesty International Fan the Flame ad campaign is incredibly powerful. It depicts hateful crimes and social violence in paper-like dioramas. Although the all-white imagery at first dulls the seriousness of each scene, the burning fire on the attackers sends an even stronger message.
Conceived and executed by the Ogilvy & Mather ad agency branch based in London, England, the Amnesty International Fan the Flame ad campaign was art directed by Denis Kakazu with creative direction by Gerry Human. The popularity of dioramas is given new context in this campaign. The anonymity of the characters allows people to project whomever they care to, which provides a deeper connection.
The Amnesty International Fan the Flame ad campaign was illustrated by Aleksey Lyapunov and Lena Erlikh.
What's Driving This Trend
- Paper Diorama Art
- Opportunity for artists and designers to incorporate paper dioramas in powerful storytelling campaigns.
- All-white Imagery
- New trend for visuals that intentionally use a lack of color to create emotional impact and highlight important messages.
- Anonymous Characters
- Opportunity for brands to connect with audiences by allowing them to project themselves onto nameless characters in campaigns.
Who This Affects Most
- Non-profit Organizations
- Incorporating powerful and emotional visuals in campaigns to raise awareness about social justice causes.
- Advertising
- Developing creative campaigns that use unique visual techniques to convey important messages to audiences.
- Art and Design
- Exploring new and innovative ways to tell stories through paper diorama art and other creative techniques.
