Clever campaign from Amnesty International Sweden as seen in the iPad app from the Swedish newspaper DN.se.
While swiping visitors passed by an image of a prison cell with an prisoner inside. The ad prompts “Slide to Unlock”, which when used opens the prison cell and reveals a call to action to join Amnesty International as an activist.
On the campaign website, which works only properly on an iPad and iPhone, visitors can download a wallpaper. It works similar as the ad. Unlocking opens the prison cell.
See the video about this after the break.
Hat tip to Paul de Gregorio.