By Ogilvy, Duesseldorf, Germany

For IGFM (International Society for Human Rights) Brand IGFM (International Society for Human Rights)

Winner in category Design & Branding

In subcategory Craft - Photography for Design

Project Description
A third of the world population lives in states in which the death penalty is still in force.
Today, executions are as real and present as they were 2000 years ago.
The only thing that has changed are the methods. Now, things like lethal injections are most common.
But when you look at the cots the prisoners are strapped on, they bear an uncanny resemblance to a very popular, ancient Roman execution device:
The cross.
A resemblance that this print ad turns into a powerful message for human rights:
Even two millennials later, nothing has changed.
Now it’s finally time to end the era of the death penalty.
Agency Solution
Stylistically, the photography should mimic old Renaissance and Baroque depictions of the crucifixion by using dramatic lighting, a muted colour palette and a very carefully crafted composition.
All this while keeping up the authenticity and brutal, unadorned realism of an execution by lethal injection and giving room to the drama and pure emotional power of the situation.
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