Amnesty International Portugal tackled prejudice head on with a couple of mug shots, Muslim and African, winning awards at Cannes and Eurobest this year. The Iberian Peninsula was at one point of history the centre of conflict between Christian and Muslim cultures, ruled by Muslims from Africa from 711 AD to 1147. Despite the continuing influence of Arabic and African culture in Portugal, discrimination continues. Two print advertisements show men in traditional Arab and African garb and hair fashion, holding what at first sight appears to be a number associated with imprisonment.
“He’s done nothing. He’s just showing Amnesty’s phone number. Discriminating is not human. Denounce it.”
The two ads were developed at McCann Erickson Lisbon by creative directors Diogo Anahory and José Carlos Bomtempo, copywriter Emerson Braga and art director André Lopes.
The campaign won Bronze at Cannes 2008, and Silver at Eurobest 2008.