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Amnesty International: Death Penalty

Advertising Agency: TBWA Paris, France
Product: Death Penalty
Executive Creative Directors: Eric Holden, Rémi Noël
Copy Writer: Benoît Leroux
Art Director: Philippe Taroux
Agency Producer: Maxime Boiron
Account Supervisor: Anne Vincent
Account Manager: Anne-Laure Brunner
Director: Pleix
Production Company: Warm & Fuzzy
Executive Producers: Edward Grann, Jean Ozannat
Editor: Pleix
Post Production: Digital District
Executive Producer: David Danesi
VFX Supervisor: Alexis Vieil
3D Lead/FX: Thomas Marqué
FX: Marc-Thomas Cavé , Florian Rihn, David Roubah
Rendering: Nicolas Belin
Composting: Philippe Aubry, Dan Elhadad, Jimmy Cavé, Guillaume Nadaud, Guillaume Martin
Music: Artist/Song Title: Carly Comando - Everyday

50 comments

Reality Check's picture
Reality Check
1801 pencils

Amnesty International: Death Penalty won't set the world on fire, but it glows.

iwannatalktosamson's picture
iwannatalktosamson
701 pencils

Great execution!

pez's picture
pez
1733 pencils

Really love it, great message, incredible art! good job, keep it up!

capywriter's picture
capywriter
5511 pencils

Great!

Guest's picture
Guest

it's... amazing, it's pure, it's art, it's a f***ing good ad...
That's why i'm studying advertising, to make that kind of beauty
they just use the logo, very great idea. one of the best

AssassinX's picture
AssassinX
1329 pencils

It's great!

gonniethegon's picture
gonniethegon
102 pencils

fabulous art

Roshan Quintus's picture
Roshan Quintus
669 pencils

sharp

bite me

ifindu's picture
ifindu
7 pencils

I really love it. How strong the message is!

kalpesh78's picture
kalpesh78
2580 pencils

ITs stupid to rule out the death penalty. Terrorists deserve to get Shot, Hanged, Tortured (inhumanly). If not other terrorists would hijack innocent people for the release of their man. great execution to this ad but i think amnesty is pointless.

ideas....30 minutes nahi toh free.

binunk's picture
binunk
216 pencils

I second that

Guest's picture
Guest

although i tend to agree with you - i dont think that anyone has the right to determine someone else's fate.

anHiiieeta's picture
anHiiieeta
328 pencils

fabulous art direction

karan raghav's picture
karan raghav
210 pencils

wonderful...

goci134's picture
goci134
243 pencils

like the art direction. Congrats.
But its music has been used in the nba campaign.

V's picture
V
76 pencils

LOVELY

Ramezani's picture
Ramezani
315 pencils

WOOWW.

Guest's picture
Guest

Vervroegen is still in you. Well done

nifty1's picture
nifty1
50 pencils

they should have made the victims from another material than wax, so they are unaffected and remain.

anyways, this is way better:
http://adsoftheworld.com/media/tv/caloi_bikes_chocolazy

Guest's picture
Guest

And why should victims remain? Without executors there are no victims.

Guest's picture
Guest

I don't afree with you, Nifty1.

Great film !!!

Guest's picture
Guest

very strong. congrats.

tirthomitro's picture
tirthomitro
2758 pencils

but capital punishments are necessary sometimes!!
'neways... great, just too good art!

they showed me a picture & i laughed
dignity has never been photographed

BananAd's picture
BananAd
103 pencils

Very clever and strong link with the symbol of candle, at the same time chocking story amortized throw the way of expression of toys... Nice impressive job! Congrats!

Critic's picture
Critic
271 pencils

'Death to the death penalty' - Good.

TommyO's picture
TommyO
1866 pencils

I like the ad, but I don't think the copy (nice copy!) sits well with the clip. It's kinda "melt to the death penalty". No?

esia's picture
esia
239 pencils

No. Because it would be weaker, if you said exactly what you can see. Melting is the symbol for death. Simply good.

Wordnerd's picture
Wordnerd
6662 pencils

i'd rather say no copy at all. it's all clear without a word

Nguyen Thanh Hai's picture
Nguyen Thanh Hai
105 pencils

touched

Hibon's picture
Hibon
3731 pencils

Nice TV ad but .... why so "many" ads from France for Amnesty International ? Two campaigns, two diferent agencies is this free work for Cannes ????? ( would love to see the TV media planning :-)

Simple ideas are the best !

alvinivanicko's picture
alvinivanicko
263 pencils

AMAZING

Guest's picture
Guest

spellbound!!!!!!!!!!!!

cef's picture
cef
547 pencils

its nice relation with the candle in the brand.

Appolonia's picture
Appolonia
298 pencils

great ad... but i live in a country that still applies death penalties... i personally don't agree to the "death of the death penalty"...

Guest's picture
Guest

DU CARALHO!

Guest's picture
Guest

Thumbs up.

Guest's picture
Guest

este foarte emoționant.
sper sa sensibilizeze și sa topească cele mai dure inimi!!!!

Guest's picture
Guest

This is some inspiration! I thank the maker for this beautiful work of art and for their contribution to our planet earth. Great means! Great Purpose

TheKreativeCompany's picture
TheKreativeCompany
11 pencils

Nice! More imagination on music would have bettered the results! It is rather monotonous now, same beat and pattern throughout.. like a loop. The present pace of music should have been used as the finale. So the BGM would then build up from slow to medium to upbeat (which it is now through out).
Instead of the copy coming up in melted wax, I would have liked only 'death' in wax and the remaining message in solid material / etched in iron or steel letters; conveying the non-melting power of the slogan.

tKc

Guest's picture
Guest

Great stuff, if it's an ad alerting people to the fact Amnesty is against the death penalty. But if it's trying to convince people that it's wong, then it's obvious from the various comments of people on this blog that are pro death penalty, it doesn't work. Great execution tho (lol).

b3n's picture
b3n
2 pencils

wow....perfect execution of topic!!!!

jasonyu0320's picture
jasonyu0320
49 pencils

that's a very unique execution !!!!!!!!
but the only things that i feel a little bit sad is the music has been used by NBA already.
If they can find another piece of music, all the things will be perfectly unique and special !

Guest's picture
Guest

Awesome...

Cube's picture
Cube
458 pencils

awesome

Sana Ahmed's picture
Sana Ahmed
20 pencils

good concept n good execution
i like it

Sana Ahmed's picture
Sana Ahmed
20 pencils

good concept n good execution
i like it

Guest's picture
Guest

굿~

ralphstieber's picture
ralphstieber
136 pencils

yeah. so strong.

alexander_hoyer's picture
alexander_hoyer
8 pencils

I simply love it. It's one of those very rare ads, where you get goosebumps. From the confident punch of the message and from respect to the creativity and execution. - 10 stars.

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