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Amnesty International “Pens” 2014

Amnesty International “Pens” (2014) is an Amnesty International commercial directed by Onur Senturk for TBWA\Paris (Boulogne Billancourt), produced by Troublemakers TV (Paris). It won 5 awards, including Cannes Lions 2014 Film Craft Bronze, Epica 2014 Silver Animation and Clio 2014 Bronze — Film Technique / Animation.

This ad uses a pin art toy to illustrate the power of collective action and individual signatures in the fight for human rights, transforming oppression into liberation.

Video: TROUBLEMAKERS on Vimeo

Shot by shot

  1. A grid of small, dark, pen-like objects on a dark surface shifts and forms the shape of a pen.© Amnesty International0:00
  2. Thousands of silver pen nibs are arranged in a dense, undulating pattern, forming a mountain-like shape against a dark background.© Amnesty International0:05
  3. A human face made of pins emerges from a pin art board, then opens its mouth to scream, as a megaphone appears next to it.© Amnesty International0:06
  4. A group of stylized, pixelated figures resembling riot police with shields advance forward in a dark, ominous setting.© Amnesty International0:17
  5. A pin art sculpture of a soldier holding a rifle stands next to a wall, with another figure partially visible on the right.© Amnesty International0:22
  6. A pin art sculpture depicts a soldier in a helmet looking at a crowd of people holding signs, in a dark, somber setting.© Amnesty International0:24
  7. A crowd of stylized, pin-art figures, some holding signs, are shown in a dynamic, protesting stance in front of a building.© Amnesty International0:27
  8. A wide shot shows a pin art animation of a protest with people holding signs and a large hand pushing against them, creating a wave effect.© Amnesty International0:28
  9. A close-up shot of a person's body, rendered in a pin art style, slowly collapsing and deforming on a dark surface.© Amnesty International0:53
  10. A close-up shot shows a pin art toy forming the shape of a human hand, pushing out from a dark, textured surface.© Amnesty International0:56
  11. A close-up shot shows a hand pressing against a pin art board, creating a textured, abstract impression in a dark, mysterious setting.© Amnesty International0:58
  12. A field of metallic pen nibs transforms into a wall of signatures, then into a crowd of people raising their hands, before fading to black with text.© Amnesty International1:07

Stills © Amnesty International. Made by TBWA\Paris (Boulogne Billancourt), Troublemakers TV (Paris) and Onur Senturk.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Pin art toy visualizes human rights struggles and the power of collective action.

Tagline: “YOUR SIGNATURE IS MORE POWERFUL THAN YOU THINK.”

metaphorical transformationvisual storytellingsymbolic imagerycontrast of oppression and freedomcall to actionabstract representation

The cut

Length
115 s
Shots
33
Average shot
3.5 s
Format
cgi

What creatives use Amnesty International “Pens” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Amnesty International “Pens”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A grid of small, dark, pen-like objects on a dark surface shifts and forms the shape of a pen.© Amnesty InternationalThousands of silver pen nibs are arranged in a dense, undulating pattern, forming a mountain-like shape against a dark background.© Amnesty InternationalA human face made of pins emerges from a pin art board, then opens its mouth to scream, as a megaphone appears next to it.© Amnesty InternationalA group of stylized, pixelated figures resembling riot police with shields advance forward in a dark, ominous setting.© Amnesty International
    Frames from Amnesty International “Pens”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Amnesty International “Pens” in order, with its length, framing and what happens in it.

    A grid of small, dark, pen-like objects on a dark surface shifts and forms the shape of a pen.© Amnesty InternationalThousands of silver pen nibs are arranged in a dense, undulating pattern, forming a mountain-like shape against a dark background.© Amnesty InternationalA human face made of pins emerges from a pin art board, then opens its mouth to scream, as a megaphone appears next to it.© Amnesty InternationalA group of stylized, pixelated figures resembling riot police with shields advance forward in a dark, ominous setting.© Amnesty InternationalA pin art sculpture of a soldier holding a rifle stands next to a wall, with another figure partially visible on the right.© Amnesty InternationalA pin art sculpture depicts a soldier in a helmet looking at a crowd of people holding signs, in a dark, somber setting.© Amnesty International
    Length: 115 s · Shots: 33 · Average shot: 3.5 s · Format: cgi

  3. 03Ad ideas: every spot built on a metaphorical transformation

    Before you present an idea, you need to know who has done it, and how.

    Amnesty International “Pens” is built on a metaphorical transformation. Search the library by idea to see every spot that uses it.

    Pocari Sweat “Find Your Own Way”© Pocari SweatHORNBACH Baumarkt AG “Sweat it out”© HORNBACH Baumarkt AGOrange Slovakia “We Are Not Defenceless Together”© Orange SlovakiaSquarespace “Skydive”© Squarespace
    Pocari Sweat · HORNBACH Baumarkt AG · Orange Slovakia · Squarespace

More from TBWA\Paris (Boulogne Billancourt)

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Questions

Who directed the Amnesty International “Pens” commercial?

Onur Senturk directed it, produced by Troublemakers TV (Paris), for the agency TBWA\Paris (Boulogne Billancourt).

Which agency made Amnesty International “Pens”?

TBWA\Paris (Boulogne Billancourt) created it for Amnesty International (2014).

What awards did Amnesty International “Pens” win?

5 awards, including Cannes Lions 2014 Film Craft Bronze, Epica 2014 Silver Animation, Epica 2014 Silver Best Use of Music and Clio 2014 Bronze — Film Technique / Animation.

What is the tagline of Amnesty International “Pens”?

“YOUR SIGNATURE IS MORE POWERFUL THAN YOU THINK.”

Sources for the credits and awards

The WorkThe Workwinners.epica-awards.comwinners.epica-awards.comweb.archive.orgweb.archive.orgclios.com