NEW YORK An animated PSA for Amnesty International, "Signatures," from TBWA\Paris, won the Grand Prix at the International Advertising Association's first Socially Responsible Communications Awards.
The 140-second spot, which has won numerous awards since its debut last April including a Cannes gold Lion, depicts various human rights abuses that are stopped with members' signatures. For example, a woman cornered by three men invading her home uses a signature on a nearby wall as a whip to escape. The ad ends with the line "Your signature is more powerful than you think."
"As professional communicators, we have a responsibility to use our talents to help these organizations and their causes," said Bob Scarpelli, chairman and chief creative officer of DDB Worldwide and jury chair for the Responsibility Awards, in a statement. "It is my hope that these ideas and this work is being seen by the people the organizations are trying to reach."
The awards, presented at this week's 41st World Congress in Washington, D.C., named two platinum, seven silver and six bronze winners. Duval Guillaume received a special jury award for its "Bracelets" campaign for Medecins Sans Frontieres.
More than 500 entries were accepted in three categories: the environment, social and personal issues, and corporate social responsibility.
The BBDO and DDB agency networks won the most awards with six and five, respectively. Other winners include Contrapunto; Leagas Delaney; Goodby, Silverstein & Partners; Venebles, Bell & Partners; Ogilvy & Mather; Lowe; Young & Rubicam; Publicis; Merkley + Partners; and McCann Erickson.