AMNESTY INTERNATIONAL

AMNESTY INTERNATIONAL

At the beginning of 2022, when the war in Ukraine broke out, no one imagined it would last so long. By the end of the year, Amnesty International was especially concerned about how people affected by the war would endure the winter and asked us to prepare a donations campaign.

The well-known Christmas carol “Jingle Bells” tells the story of a joyful sleigh ride through the snow, listening to the cheerful ringing of the holiday bells. A lovely Christmas scene, and one completely unlike what millions of people in Ukraine were about to experience. People forced to flee their homes under snow and freezing temperatures, seeking shelter, hearing bombs instead of bells. At zero cost, thanks to the solidarity and collaboration of photographers, press, and even direct people affected on the ground, we managed to put together a campaign that still moves us to this day.

With the call #JingleBombs, crafted as a carol, we aimed to raise awareness and mobilize support for those living through the conflict, reminding the world that, sadly, Christmas 2022 was not going to sound the same for everyone.

Case Study

(Developed while at VML)