TBWA\Paris gives power to the people

The images in Pen are made up of pen ballpoints. The Amnesty International message, “Your signature is more powerful than you think,” is embedded in the ad’s core.

Thousands of pen ballpoints create the images used to tell TBWA\Paris’ story for Amnesty International France, of a persecuted protestor subjected to arrest, detention and physical cruelty. Its main focus though is on his release. The film is about the potential of each signature in the defence of human rights.

It’s a full CG film shot in motion capture with its sound track the song, Iron Sky, by Paolo Nutini. It also contains a short excerpt from Charlie Chaplin’s speech from The Dictator. The film was designed and directed by Onur Senturk and co-produced by troublemakers.tv and the studio, One More.

There is no voiceover to distract attention from the visual story. The film ends with the titles: “For 50 years thousands of signatures, thousands of releases…Your signatures is more powerful than you think,” which underlines Amnesty International’s primary objective – to inspire communities to defend their fundamental human rights.

Who is the creative behind the visual concept? Onur Senturk studied traditional painting and figure drawing before he completed an animation degree and a Bachelor of Fine Arts. He designed and animated, Triangle, which was awarded twice by Vimeo as best motion graphics, and Nokta which received an honorary mention from Ars Electronica in Computer Animation/Film/VFX Category. He contributed to David Fincher’s opening titles for The Girl with the Dragon Tattoo with design, animation and creative direction.

Creative credits:

Agency: TBWA|Paris
Creative directors: Philippe Taroux & Benoit Leroux

Art director/copywriter: Ingrid Varetz
Head of TV : Maxime Boiron
TV Producer : Amer Zoghbi
Sound : Else – Olivier Lefebvre, Benoit Dunaigre, Philippe Mineur & Ferdinand Huet

Music: Paolo Nutini, with Dave Nelson & Charlie Chaplin