As part of its World Peace (Wereldvrede) campaign, Amnesty International opened a pop-up store in mid-October in Amsterdam to sell boxes of World Peace for a limited amount of time. Amnesty International started the World Peace project together with creative agency Matise, who creatively executed the campaign concept.
For this mysterious launch, the agency created the Wereldvrede campaign site to build up the hype, and became the main hub for all world peace purchases. At first, customers were unaware that this was a part of Amnesty International, as this was only revealed with the pop-up store launch.
Storefront sat down with Jacko van Dijke, the Creative Strategist on the campaign, to discuss the agency’s vision, and how it worked with Amnesty International to build tons of buzz in Amsterdam!
- Behind The Pop-Up Launch
“Amnesty International wanted a campaign to raise memberships” and tapped Matise agency to carry out the concept, van Dijke explains. “What was important was that the space had a lot of foot traffic, with pedestrians walking by in a busy area.”
While the agency launched the campaign-specific website as part of its first phase, the physical pop-up space was crucial to build on the hype, plus offer Amsterdam locals a way to see the campaign live in a physical space, with lots of World Peace boxes decorating the store and on prominent display.
“As you can see, we’ve split the space in two by making it two colours. Black for the Amnesty brand and white for the Wereldvrede (World Peace) brand. This gave us the chance to continue the concept of the campaign into the pop-up store,” explains van Dijke.
- Inside The Space
Split between black and white, the pop-up space was able to execute on both concepts simultaneously. The World Peace section for example, had “4 screens with different interviews with designers showcasing” the boxes they created for this campaign. The designers, Piet Paris, Floor of the Netherlands, Pieter Ceizer, Trobbies, Hedy Tjin, Eva Bartels and Carlijn Kingma, all created limited edition boxes for the 10 day shop.
While the shop did sell World Peace in a box for 10 euros each, the moment the customer opened the box it was clear that World Peace can not be bought, and the customer instead was buying a membership for Amnesty International.
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