Amnesty 'up to 69' by Cake

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Integrated agency Cake has unveiled its latest viral drive for Amnesty International to raise awareness of domestic abuse. "Up to 69", aimed at the female audience, follows a woman who enters the toilets in a nightclub along with several other girls. As she looks at herself in the mirror, she begins to get beaten up by an abusive invisible man. It ends with the tagline: "In some countries, up to 69% of women have been physically assaulted by their male partners. You can do something about it." The spot is part of the "Stop violence against women" campaign.

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Keywords:

Cake, Amnesty, Television

Released: 15 November 2006

Credits

Client
Amnesty
Agency
Cake
Art direction
Simon Moore
Photographer
David Oldham at Lisa Gorman Agency
Head of digital
Jez Jowett
Director
Martin Krejci
Production agency
Stink TV

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