2020 Winner

CASE SUMMARY

Amnesty International’s letter-writing marathons help free people by putting pressure on governments. In fact, the non-profit’s writing campaigns have freed 127 of 164 imprisoned people in the past 19 years, representing a release rate of 77%. To celebrate the power of writing, Cossette developed the “Writing Goes a Long Way” campaign, consisting of a series of visuals published in response to news events and specific political issues. In each image, the tip of a pencil forms a walkway to a building where laws are made, suggesting that even an ordinary pencil can open the door to change.

Credits

Client: Amnesty International, French Canada
General Manager: France-Isabelle Langlois
Director, Communications and Strategy: Khoudia Ndiaye

Illustrations: Sébastien Thibault (Anna Goodson)

Agency: Cossette
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
VP, Creative Advertising: Anne-Claude Chénier
VP, Design and Branding: Barbara Jacques
Creative Director: Geneviève Duquette
Art Directors: Alexandre Jutras, Dorian Coureau
Copywriters: François-Julien Rainville, Thibaut Delelis, David Purkis
Director, Lead Strategy: Hugo Fournier
Account Director: Olivier Charbonneau
Account Manager: Florence Girard-Leblanc

Media: Cossette Media
VP, Media Strategy: Sophie Labarre
Account Director, Media Buying: Marie-Pierre Desrochers

Production: Septième
Graphic Designers: Mario Levesque, Mathilde Marletaz