In December 2016 Amnesty International’s attention was on Syria and they needed the public’s attention there too.
So we took an element of Christmas that Irish people are obsessed with and turned it on its head – a White Christmas.
Every year we dream of one, we even takes bets on one, but never get one.
Unfortunately, the people of Syria were experiencing a very different white Christmas, caused by barrel bombs falling from the sky rather than snow.
We used this insight to grab Ireland’s attention during the festive season and asked them to turn their outrage into action by supporting Amnesty.
The web film juxtaposed the Irish ideal of a white Christmas with a Syrian one by layering heartbreaking shots of Syrians covered in white dust caused by explosions with a poignant cover of Bing Crosby’s classic Christmas song, that was being played in every shop, office, home and pub in Ireland.