Advertiser: Amnesty International
Brand: Amnesty International
Agency: Square Pixel
Country: Brazil

Objectives

It was a golden opportunity to capture the world's attention with a simple statement that represented a tectonic shift in our society. The first ever team of refugees were competing on the biggest stage for worldwide sports ever conceived: the Olympic Games. It was 2016, the refugee team was on it's way to Rio with no flag, no anthem. Our goal was to change perceptions, ignite positive conversations and bring the world together to support refugees. The fact that a team of refugees were participating at the Games was the perfect occasion to create something that could have a global impact. The context brought gravity to the refugee crisis in a way that we could never have done without it. The results exceeded our most optimistic expectations, transcending the Olympic games to become a powerful symbol of solidarity with the refugee community.