VMLY&R Spain Recognised in Ukraine for 'Jingle Bombs' Campaign for Amnesty International

Last Friday, 26th May, the winning campaigns of the Kiev International Advertising Festival 2023 (KIAF), which focuses exclusively on social campaigns, were announced. VMLY&R Spain's 'Jingle Bombs' campaign for Amnesty International has been awarded a silver in the Best Film category of the special PEACE competition, created this year for campaigns fighting against war, aggression, genocide, crimes against humanity, including the current war in Ukraine. 

Manu Diez and Jordina Carbó, executive creative directors at VMLY&R Spain comment, "Putting our ideas at the service of a cause that deserves visibility and awareness is one of the most rewarding parts of any creative's job. If on top of that, in addition to generating impact and raising awareness, it is awarded in Ukraine precisely for this, the gratitude and emotion is double".

The reinterpretation of a classic as a cry for help

If there is one thing that rings out everywhere at Christmas, it is Christmas carols. So the idea behind the campaign was to use the most iconic and popularised carol in history, Jingle Bells, to spread the voice of millions of Ukrainians who are suffering the devastating consequences of war this past Christmas. People who were forced to flee their homes despite the snow and cold, seek shelter and listen to bombs instead of bells.

With this project, Amnesty International and VMLY&R Spain activated a donation campaign with the aim of raising awareness by reminding people that, unfortunately, Christmas 2022 did not sound the same for everyone. The campaign achieved more than 10MM organic impressions on social networks and a reach of more than 1M in media that encouraged people to donate on the site created for the campaign.