Direct choice: Amnesty International

Spoofs only work if they mimic their source of inspiration with ruthless precision.

This piece from Amnesty International is seeringly relevant. TeleShop, a 'lifestyle sales catalogue', offers a stunning array of lethal arms, beautifully highlighting the fact that the international trade in guns and weaponry is going on around us as nonchalantly as the trade in his-and-hers cashmere jumpers.

The art direction is almost too spot-on; a sugar-candy family, living in a home as white as an American smile, show off the latest must-have accessories - stylish pieces such as the classic M16 rifle (perfect for civilian massacre) or the easy-to-use AK-47 (a popular choice for child soldiers).

Initially, I thought the concept was light on shock factor, but, as I shared it with others, I realised it had tremendous cut-through and ability to stimulate debate. Given that this is a piece intended to get people to lobby governments for an international arms trade treaty, this has to be good.

So, did it work on me? Despite its innocent first appearance, this is a deeply sinister piece that got me thinking and, just as importantly, talking.

- Mailing: Different Kettle.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).