Kidnapping Movie Patrons In Ambient Campaign for Amnesty International

“When you see something, say something.”

If people follow this, there will be no abuse, no discrimination and a whole lot less unsolved crimes. If there is anything marketing and advertising can do to help curb crimes, it would be to encourage people to speak up whenever they see something wrong or feel something odd.

Amnesty International’s Hits The Mark

In the middle of a movie viewing, uniformed men enter the movie house and violently take viewers away. No one spoke. No one moved but everyone applauded when the noticed came on stating that it was a performance and that people should help others who need it.

Amnesty International posted the video of the kidnapping on YouTube and it has thousands of views.

Is it a Success?

It has less than 10,000 views. In this day and age, when a local company can amass millions of YouTube views, less than 10,000 views is hardly a success. It’s not a failure either. Especially because the subject of the campaign is something “impersonal.” Kidnapping is something we see on TV or movies. Not a lot of people knows something close to them that have been kidnapped. Yet, we can’t ignore the numbers. That’s less than 10,000 views.

However, that is why we are writing about it. It should be more successful than this.

What’s Wrong With It?

I remember watching a video about a white woman entering an African American barber shop to meet her boyfriend. The African American female hairstylist started insulting the white woman for having a relationship with an African American guy. After several minutes of intense exchange, another African American woman stood up for the white woman, calling out the hairstylist for doing to the white woman what others did to African Americans.

Later on, it was revealed that it was a social experiment on how many would actually stand up against discrimination.

What made the video viral is the fact that someone actually spoke up. Someone stood for what they believed in. In this situation, no one did. Whether or not the whole thing was a set up, whether or not everyone in the audience was in on it for the sake of creating a video is beside the point.

It would have been more interesting if someone actually helped the victims.

Final Words

That doesn’t mean the whole thing is a failure. In fact, it is still pretty big for Amnesty International to come up with a guerrilla stunt like this.

The initiative took place in support of annual Writing the Letters Marathon initiative organized by Amnesty International.


Advertising Agency: Tabasco, Kyiv, Ukraine
Creative Director: Alexander Smirnov
Art Director: Yevgen Ovchar
Copywriter: Anastasia Borovik
Producer: Tatyana Kurmaz
PR-manager: Veronika Velichko
Junior PR-manager: Iryna Sitalo
Supporting BTL-agency: Full Contact
BTL Director: Nataly Matus
BTL Manager: Anna Getmanenko
Production studio: 2332
Producer: Yuliya Danylyshyna
DOP: Sergey Morgunov, Yuriy Semenyuk
SMM Buiro: Pro Assistance
Client Service Director: Vesta Gunchenko
Director: Yuriy Shishkovskiy

Written by Xath Cruz

Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.

Leave a Reply

Your email address will not be published.