Amnesty International

Writing lights a way out

Agency: Cossette


As part of the 23rd edition of its Write for Rights letter-writing campaign, Amnesty International once again turned to Cossette to promote this annual event. The theme, Writing lights a way out, takes shape through three touching illustrations that shine a light on human rights issues with subtlety and sensitivity.

Cossette and Amnesty joined forces with Karolis Strautniekas to create three illustrations inspired by victims of human rights abuses from around the world.

Each illustration features a central figure in a dark, hostile environment. With a letter in hand, they radiate a beam of light shaped like the tip of a pencil that illuminates a bright, colourful scene. Year after year, the pencil continues to be a symbol of the campaign and a reminder that writing can literally save lives.

This professional campaign titled 'Writing lights a way out' was published in Canada in December, 2023. It was created for the brand: Amnesty International, by ad agency: Cossette. This Audio, Digital, and OOH Outdoor media campaign contains 7 media assets. It was submitted 4 months ago by Daphné Cousineau of Cossette.


ADVERTISER: Amnistie internationale Canada francophone – Maude Choquette, Gabrielle Pauzé, France-Isabelle Langlois
AGENCY: Cossette
CREATIVE: Anne-Claude Chénier, Alexandre Jutras, François-Julien Rainville, Marc-Antoine Vallée, Steven Morie
STRATEGY: Michel-Alex Lessard, Hugo Fournier
PRODUCT: Sophie Couvrette, Justine Ouellet, Alexanne Péloquin
AGENCY PRODUCTION (Septième): Mélissa Audette
POST-PRODUCTION: Colette Dumay, Daniel Cartier, Maxime Bluteau
ILLUSTRATION AGENCY: Folio illustration and animation agency
ILLUSTRATION: Karolis Strautniekas
MEDIA AGENCY: Cossette Media – Maude Larue, Béa Beaini
SOUND STUDIO: Lamajeure (Jacob Gauthier-Robitaille)


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