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Amnesty pulls a master bait-and-switch in Montreal #freepussyriot

Amnesty pulls a master bait-and-switch in Montreal #freepussyriot

Amnesty pulls a master bait-and-switch in Montreal #freepussyriot

The saga of Pussy Riot, the Russian feminist punk group that has members currently jailed for “hooliganism”, has attracted worldwide attention. No doubt, their provocative name deserves some of the credit.

The power of the word “pussy” was the big idea behind a recent campaign by Cossette for Amnesty International’s Write for Rights campaign to free the band members. They pasted lurid teaser posters that read “Free Pussy” along Montreal’s infamous Saint Catherine Street (home of several strip clubs) . A QR code at the bottom directed smartphone users to the campaign site:

I’m not sure how many people actually stopped to interact with the poster unprompted, but it doesn’t really matter. The point of ambient campaigns like this is to create content for sharable video, which itself becomes the campaign. Well done!

Advertiser:
Amnesty International
Agency:
Cossette, Montreal
Additional credits:
Chief of Creation: Antoine Bécotte
Creative Director: Christian Desrosiers
Art Director: Maxime Sauté
Copywriters: Patrick Michaud, David Purkis
Infographic: Martin Lemay
Account executive: Olivier Charbonneau
Media strategy: Mélissa Desrosiers
Source:
Ads of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more