Throughout the bitter Syrian conflict, images of men, women and children covered in white dust after being pulled from the rubble were beamed across the world. To raise awareness of Amnesty’s work to help these people, we juxtaposed the Irish idea of a ‘White Christmas’ with the reality of a Syrian one.
The ‘White Christmas’ phrase and classic song is everywhere in Ireland at Christmastime and by flipping the meaning of something so familiar, we hoped to grab people’s attention when they least expected it. We confronted Irish shoppers & revelers with the harsh reality of a Syrian white Christmas through harrowing portraits of Syrians dusted in white, looking like they’ve just been pulled from the rubble, their gaze fixed on passersby.
The ‘White Christmas’ campaign ran for one cycle across 175 premium 6-sheet sites in major cities nationwide. These
sites were mainly situated in prominent thoroughfares to maximize visibility among festive Irish shoppers and