Amnesty International wants to start 2021 with a hopefull message that leads to more people joining their movement.
By combining the psychology of groups and the butterfly effect, we created 'Spark'. The spark that ignites Amnesty's candle stands for the impact you can make as a person when joining this movement.
In this concept we show multiple examples of what the spark can do. Greta Thunberg started on her own with a spark in her eyes. A few years later, millions around the globe joined her in climate protests.