Agency: RSCG Euro. Kuala Lumpur.

Copywriter: Lance Skelton

Art Director: Lance Skelton

Problem:

How do you snap people out of their day to day lives to deliver a social awareness message that’s uncomfortable to take in? (oh, and there’s no budget).

Solution:

We chose an environment that’s as close as most people will ever come to experiencing the sort of appalling worldwide torture that our client, ‘Amnesty International’ was attempting to bring attention to. We positioned posters on ceilings in dentist surgeries all over Kuala Lumpur. It was very much a  captive audience, and any pain they may have been feeling was soon put into perspective.