2020 Winner

CASE SUMMARY

The man awakes to the sound of an alarm. Hitting snooze, he briefly returns to sleep. But unlike a normal alarm, he’s unable to turn this one off. The interruptions became more frequent as the sirens grow louder and louder. Eventually, the listener realizes the man is not safely in bed: he’s in the middle of a conflict zone and must rush to evacuate the building for his own safety. The audio spot, by Cossette, attempts to capture the reality of civilians living in conflict zones: “War is a nightmare we can’t wake up from.” Using binaural software, a technique that recreates human hearing, the agency was able to accentuate the listener’s sense of immersion. The spot ends with a call to support Amnesty International by donating.

Credits

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

Agency: Cossette
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
VP, Creative Advertising: Anne-Claude Chénier
Creative Director: Geneviève Duquette
Creative Director: Marc Fabien
Copywriters: François-Julien Rainville, David Purkis
Art Director: Alexandre Jutras
Director, Lead Strategy Hugo Fournier
Account Director: Olivier Charbonneau
Account Manager: Florence Girard-Leblanc

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

Production: Septième
Producer: Maude-Marie Salin de L’Étoile

Production: Apollo Studios
Sound Engineers: François Bélanger, Tanguy Pratt Meunier