For nearly 20 years, the Belgian advertising agency Air has been creating the campaigns on the big themes for Amnesty International Belgium: death penalty, torture, candle sale - as well as providing fast reactions to topical issues. For instance the new dramatic crisis in Libya, where African immigrants are being sold as slaves on the markets. A trade from another age and an intolerable situation that was calling for a reaction from Amnesty. The agency used “Black Friday”, the commercial craziness where everything can be bought and sold, as a theme to remind us that even people can be bought today. The provocative visual, showing a black man with a “-50%” label, creates awareness and encourages people to sign the petition.

The visual has been used on social media, where it has created a lot of attention and shares.         


Executive Creative Director: Eric Hollander

Creation: Benoit Hilson, Jean-Marc Wachsmann

Graphic Designer: Caroline Marson

Accounts: Pauline Héraly, Chloé Pierloot

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About air brussels - partner of McCann

Air is the leading independent agency in Belgium, an exclusive partner of McCann Group. Strategic, creative irrespective of the communication channel and results focused, Air intends to give meaning to the lives of brands, their users and its employees. 

Air is committed to being a source of inspiration with a view to a more sustainable world, and an action driver for its employees, clients and partners. On the strength of this commitment, the agency has begun a B Corp certification process. It is already a ‘zero carbon’ company in terms of its own emissions and is able to neutralize the emissions of its clients’ campaign productions, through its proprietary algorithm.


Chaussée de la Hulpe 185 1170 Brussels – Belgium

+32 (0)2 543 06 66