Aníbal Quiñones Creative Director

ABOUT

Challenge
Amnesty International faced a significant milestone in 2023 - its 40th anniversary in Puerto Rico. The challenge was to continue promoting justice, equality, and dignity, while recognizing and leveraging their biggest asset: the unwavering support of their members and allies.

Opportunity
Amnesty International Puerto Rico saw an opportunity to innovate
their signature campaign approach, which had traditionally relied on
petitions. They aimed to create a more engaging, personal, and
memorable experience that would resonate with supporters and
highlight their vital role in the movement.

Solution
Thus was born 'The Resistance Cake' - a unique digital and
physical campaign that redefined the act of signing for a cause.
Instead of the usual petition on paper, supporters were invited to stamp their names on a digital birthday cake at bizcochodelaresistencia website . This gesture symbolized their commitment to defending human rights, automatically endorsing all urgent actions of Amnesty International in Puerto Rico. To amplify the campaign's reach, participants could share their signed cake on social media or invite friends to explore the gallery of cakes. The campaign culminated in a physical manifestation at the 40th-anniversary celebration, where attendees signed a real cake, making it the centerpiece of a solemn and impactful event.

MADEIT CREDITS

  • Amnesty International Puerto RicoClient
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