# Chinese Olympic Torture Techniques Amnesty International's Beijing Awareness Ad By Ayman | Published 2008-07-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amnesty-olympic References: [adsoftheworld](http://adsoftheworld.com/media/print/amnesty_international_swimming?size=_original) & [amnesty](http://amnesty.com/) This powerful new campaign from **Amnesty International** uses Olympic games such as swimming, archery, and weight lifting as torture techniques. In an obvious critique of China's [human rights violations](https://www.trendhunter.com/trends/this-is-not-a-home) (all officers in the ads look Chinese), the purpose of the campaign is to remind us that, “After the [Olympic Games](https://www.trendhunter.com/trends/champions-clubhouse), the fight for human rights must go on.” It's pretty intense to see activities we enjoy watching in Olympics games used to violate human rights. I particularly find the swimming/dunking and archery/execution very effective. Created by [TBWA](https://www.trendhunter.com/trends/pet-ownership) ad agency out of Paris, the art direction is by Philippe Taroux, copy by Benoit Leroux, and the photography is by Marc Gouby. See 4 more Amnesty International campaigns: ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 92% | Activity: 84% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Olympic-themed Awareness Campaigns:** Disruptive innovation opportunities include using the emotional connection of the Olympic Games to shed light on human rights violations and encourage activism. - **Critiquing Human Rights Violations:** Opportunities for disruptive innovation lie in creating campaigns that boldly critique human rights violations in order to raise awareness and drive change. - **Using Shocking Imagery:** Disruptive innovation can be achieved by using powerful and impactful visuals that shock viewers and challenge societal norms. ### Who This Affects Most - **Advertising/marketing:** Disruptive innovation opportunities exist in the advertising and marketing industry to create compelling campaigns that draw attention to important social issues. - **Human Rights Organizations:** Innovative approaches within human rights organizations can lead to disruptive change in how they raise awareness and advocate for human rights. - **Photography/art Direction:** Disruptive innovation can be explored within the fields of photography and art direction to create visually engaging campaigns that evoke strong emotions and convey powerful messages. ## Related on Trend Hunter - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Bright Celebratory Olympic Posters](https://www.trendhunter.com/trends/paris-2024-1.md) - [Carbon-Neutral Olympic Outfits](https://www.trendhunter.com/trends/official-outfit-for-team-china.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Soccer Match Women's Aid Ads](https://www.trendhunter.com/trends/womens-aid-campaign.md) - [Hug-Inspired Olympics Campaigns](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign.md) - [AI-Remastered Olympic Documentaries](https://www.trendhunter.com/trends/greatness-of-her.md)