500% result sees Colenso win Facebook Gold

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Colenso BBDO has won one of only two Facebook Blue awards for its Amnesty International New Zealand campaign, Trial by Timeline. (For Blue, read Gold!)

I’ve included some info below on the campaign and there’s a Facebook post about the winner here, which includes a quote from New Zealand’s very own Mark D’Arcy, who is Facebook’s Chief Creative Officer.

Trial by Timeline aimed to help people experience in a tangible way what it’s like to live in a world without basic human rights. The application scans the user’s Facebook profile and daily activities and sentences them to real punishments consistent with crimes in many parts of the world, triggering a strong emotional response and making a distant issue relevant and personal.

One objective was to grow the Amnesty International New Zealand Facebook community by 100% to give it a bigger base to communicate with on an ongoing basis. The campaign smashed this target, increasing Amnesty International New Zealand’s Facebook community by more than 500%, from 3720 to 20,000.

The Facebook Studio Awards celebrate creative excellence and best-in-class work on Facebook, as chosen by the top minds in the industry.

“We talk a lot about the revolution happening in technology, but this is paralleled by a creative renaissance of equal value,” said Mark D’Arcy, a Kiwi who is Facebook’s global Chief Creative Officer.

“The Studio Awards don’t simply celebrate the best work; they shine a spotlight on the brands and agencies who are accelerating this change, connecting to the people that really matter and driving growth in their business.”

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