Pre-launch, teasers bearing Amnesty and words related to human rights such as GUN, ARMY, GOD, PEACE, BRUISE rendered in bold yellow appeared across Iceland. This was a take on the compound nature of common, well-known Icelandic names, which saw "GUÐ/GOD" become the name GUÐmundur, "HER/ARMY"= HERmann, and so on. Their impact made people curious and interested in the campaign.