Copywriting and strategy for a full-funnel ad campaign — including a TV spot, and multi-channel advertising.
National TV campaign for Amnesty International in Denmark titled “Se Hvad Du Kan Gøre” (See What You Can Do). The 60-second spot aired on major broadcast networks and in cinemas — and the campaign was designed to inspire action. I wrote a script that connected hidden crises to a call to donate time or money through Amnesty’s website.
I led the process from concept to completion. After collaborating with Amnesty on strategy, I wrote and directed the TV spot. The result informed audiences and drove membership signups.
Amnesty International TV spot. Production: BaconCPH. Director and copywriter; Cathal Connaughton.
Other Projects
