TV ad: Amnesty International: Voices For Freedom

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Leo Burnett Lisbon campaign for Amnesty International ‘Voices for Freedom’ addresses the silencing of civil activists worldwide. One such activist, Dhondup Wangchen was imprisoned in 2008 for the making of his documentary 'leaving fear behind' which describes the feelings of modern day Tibetans regarding Chinese rule and the then impending Beijing Olympic Games.

Based around the central idea of ‘Voices for Freedom’, Dhondup's story is told through a narrative involving many symbolic animals which are central to religion and lifestyle in Tibet. The script incorporates Bhuddist and Tibetan proverbs which significantly inform the beliefs of the Tibetan people.

Key to the narrative is the idea that a single voice can influence thousands of others. This concept is represented by dandelion seeds free with the potential to create a thousand others but on a journey that may also end in an instant.