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ANDY Awards

Creative Award
New York, United States
Amnesty International - "Bullet" by ANDY Awards 2008

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TitleBullet
Agency
Campaign Bullet
Advertiser Amnesty International
Brand Amnesty International
PostedJune 2007
Product Death Penalty
Business Sector Racial/Ethnic/Minority/Disability Awareness
Tagline Your signature is more powerful than you think.
Media Type Television
Length
Market France
AI Description The Amnesty International ad 'Bullet' by TBWA\PARIS, created in 2007, is a powerful visual representation of the death penalty and the impact of collective activism. The video depicts a prisoner being led by a guard in a stark and grim environment, creating a scene filled with tension and impending doom. The camera follows the guard as he aims his rifle, highlighting the seriousness of the situation. However, the prisoner's fate is dramatically altered when sheets of paper filled with signatures begin to flood the room, symbolizing public petitions and collective voices against the injustice.

The bullet, fired with lethal intent, is stopped in its tracks by the overwhelming presence of these signatures. It's a poignant visual metaphor demonstrating the ad's message that 'Your petition is more powerful than you think.' The ad closes with the Amnesty International logo and reinforces the power of activism in fighting against oppressive practices.
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