This year, New Zealand was named the freest country on earth by the Fraser Institute. Amnesty International wanted to bring home to New Zealanders that elsewhere, every day, people are punished for attempting a quality of life similar to that of most New Zealanders. Trial by Timeline, launched online at trialbytimeline.org.nz in October 2013, uses online software to scan your Facebook Timeline to show you what global crimes you’ve committed. It searches for everything you’ve ever liked, posted or written. It studies your personal profile, your age, nationality, relationship status and political views before sentencing you to horrifically real punishments.
The Trial by Timeline was developed at Colenso BBDO, Auckland, by creative chairman Nick Worthington, creative director Levi Slavin, digital creative director Dan Wright, art director Anna Stickley, copywriter Ben Polkinghorne, account director Helen Fitzsimons, account executive Eileen Cosgrove-Moloney, planner Hayley Pardoe, agency producer James McMullan, working with Amnesty International staff Rebecca Emery and Anita Harvey.
Production at Assembly was by executive producer Amanda Chambers, design lead Matt von Trott and designer Scott Wilson.