Meet Piti Contreras one of the creatives behind “In Syria, the worst natural disaster is mankind”
What was the strategy behind the prints and how was the brief presented to the team?
Amnesty International needed a campaign with a simple, direct, and powerful message that would raise awareness about the atrocities in Syria that were a product of the war.
How did the idea for the Amnesty prints come to life?
At the beginning the campaign was targeted to local Chileans, we needed to create a campaign where they could empathize with people who lived in war daily.
While looking at pictures of how Syria looks today, we realized that the destruction was quite similar to the natural disasters we live in Chile: Earthquake and Tsunami.
That connection was the key to create the concept of the campaign: “In Syria, the worst natural disaster is mankind” An irrefutable truth, Syria has not suffered any Earthquakes, Tsunamis, or Hurricanes in many years.
The prints are really impactful. How did the world react to them? Do you have any results from Amnesty?
The idea had a lot of impacts because the insight is very powerful. It’s so sad to see pictures of a country that looks like nature took over but in reality, it looks that way because of war. The prints went viral and we couldn’t believe the impact they created worldwide.
If you had to pick your favorite campaign of all time, what would it be?
It’s such a hard question to answer, I love so many. If I had to pick one, there’s one that I rewatch over and over again, Coca-Cola security cams, I still feel so fresh and relevant today. I love the simplicity of it and the perfect selection of music.
Who is your advertising hero? Why?
I don’t think I have a heroin advertising, I don’t see it that way. I admire a lot of the work from Santo & Madre from Argentina, I also love the storytelling from Adam & Eve and W+K. I name agencies because I believe there’s not just one person responsible, there’s always a team behind it and the chemistry that brings together the talent to create an idea not just a single person.
When have you felt invisible in your career and what do you do to make yourself and your work more visible?
I never felt invisible in my career, but I know not all women in the industry can say the same and that cringes me, I feel empathy for them, none deserves to feel that way.
I let my work speak for me, every time I feel they are not listening to me I ask myself if I’m taking it personally or if I feel invisible. I always conclude that it is not about me about the ideas that I’m bringing forward so from that truth and I ask myself, could it be that the ideas are not good enough? could they be better? I go back to the drawing board and bring better ideas. I feel if my work and my ideas are good and visible then my coworkers are going to see them and respect me for that.
I still truly believe that being invisible is something that happens a lot in the industry and we need to stop it, none should be told that you are not good enough because of your gender.