HOW GREAT IDEAS WIN BLACK PEN­CILS

HOW THREE OF 2019’S BLACK PENCILWINN­ING CAM­PAIGNS FOUND THE PER­FECT BAL­ANCE BE­TWEEN IDEA AND EX­E­CU­TION

Computer Arts - - SPECIAL REPORT -

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.

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