HOW GREAT IDEAS WIN BLACK PENCILS
HOW THREE OF 2019’S BLACK PENCILWINNING CAMPAIGNS FOUND THE PERFECT BALANCE BETWEEN IDEA AND EXECUTION
LIBRESSE: VIVA LA VULVA
Inspired by a worrying increase in the number of women seeking labiaplasty surgery to reshape their vaginal lips, feminine hygiene brand Libresse – known as Bodyform in the UK – decided to set the record straight.
AMV BBDO’s brief was to normalise conversations about vaginal health, and remind women that there’s no such thing as a perfect-looking labia. Viva La Vulva was born: a celebration of female genitalia that is as uplifting as it is hilarious.
Without once showing an actual vulva, it expresses their rich and proud diversity through an array of vulvalike objects – from conch shells to fortune cookies to coin purses – all lip-synching to the Camille Yarbrough track Take Yo’ Praise.
NEW YORK TIMES: THE TRUTH IS WORTH IT
In the age of Fake News, this compelling campaign for the New York Times reveals what it really takes for an investigative journalist to unearth the truth at the heart of a story.
Droga5’s brief was to bring to light the danger, bravery, perseverance and determination that it takes to be a New York Times journalist, reducing down many months of hard graft, twists, turns and dead-ends to a couple of minutes of airtime.
The Truth Is Worth It achieves this goal in style, thanks to another wonderfully simple idea: a constantly evolving headline that’s typed, edited and reworked as new facets of the story emerge, overlaid onto footage of the journalist’s progress.
NIKE: DREAM CRAZY
It’s a growing trend for brands to stand for something, using their share of airtime to join the conversation on a topical issue, with varying degrees of success – consumers can usually spot a leap onto a bandwagon from a mile off.
But when it works, it really works. Taking a side in a controversial debate is a risky strategy, as it can stir love and hate in equal measure – but Nike threw caution to the wind with Dream Crazy, the campaign fronted by exiled footballer Colin Kaepernick, the man who kneeled for the US national anthem to protest against police brutality and racism.
Wieden+Kennedy gathered stories from athletes who have battled adversity with strength and integrity, united by the motivational tagline that encapsulates the compelling idea at the heart of the campaign.