Seven Sins of Antiquity

In the last half-century, Amnesty International has made significant strides in raising awareness for those suffering from global injustice. To celebrate its 50th birthday, Amnesty International announced a global competition as a way to mark its celebration. The brief was to create a brand campaign that celebrated the values and traditions of the organisation but also raised awareness of the work still needed to be done.

Seven Sins of Antiquity is a modern twist on a historic theme. Used by a variety of religions and cultures through the ages as a means to educate the masses on humanity’s tendency to sin and help steer those individuals onto the path of righteousness.

The direction is reflective of Amnesty’s bold and uncompromising visual language. The headlines and photographic style are deliberately provocative and each example is juxtaposed with the corresponding article taken from the UN Declaration of Human Rights.

ClientAmnesty InternationalServicesAdvertising, Art Direction, Campaign,