The new print campaign for Amnesty International, to mark the International Day of
Human Rights on 10 December, invites people to demand an end to “medals of
horror”, particularly as many authoritarian regimes still reward their generals for
committing atrocities. The print advert by Air shows a warlord full of medals
illustrating forms of torture, and calls for people to write or buy a candle for those
innocent people that have been imprisoned illegally. The photographer Koen De
Muynck, in collaboration with Divide by Four shot the photos for this campaign.


Amnesty International
Communication Managers: Philippe Hensmans, Valérie Michaux
Executive Creative Director: Eric Hollander
Creative Director: Dieter De Ridder
Creation: Ruben De Praetere, Yves Van Hacht
Graphic Designer: Natalia Oyarzun
Accounts: Pauline Héraly, Chloé Pierloot
Photographer: Koen Demuynck
3D: Divided by Four

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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