The winners of the latest Creative Works have been revealed in the 10 February issue of The Drum.
Check out the top creative work picked by The Drum UK and US readers, our sponsor, Workfront, and this issue's creative director Jon Goldberg, executive creative director, KBS.
Creative Director's Choice and US readers' favourite: Ad Council - 'Prediabetes'
I challenge anyone to avoid playing along with the test (I passed) in Ogilvy & Mather’s Type 2 Diabetes Prevention Campaign for Ad Council. It would’ve been so easy to take a serious approach with this subject so I applaud everyone involved for going at it from an unexpected place.
It’s always risky but it pays off when done this well. The companion spots are also really effective because it gives the viewer no wiggle room as you identify not only with the characters but, more importantly, with their denial.
Jon Goldberg, executive creative director, KBS
UK readers' favourite: Público newspaper – 'Charlie Hebdo Box'
For Portugal’s Público newspaper Fuel created the ‘Charle Hebdo Box’, a package to remember the first anniversary of the attack against Charlie Hebdo. Inside the box – which was delivered to 15 of the most important newspapers in the world – were 50 red pencils tied together in a dynamite bomb format. Each pencil carried the message “In the battle for free speech, every drawing counts. Keep drawing.”
Sponsor's Choice: Refuge -– '#GiveThemRefuge'
Domestic violence is never a subject to be taken lightly, and BBH London really brings the subject alive in this chilling advert for Refuge. The advert is shot in a home movie style and can first be mistaken for footage of a normal happy family enjoying the festive period until a violent argument unfolds between the parents in the background, becoming more and more attention grabbing and prominent as it escalates.
Whilst the campaign is fictional, it is based on real stories documented by the charity - it is this very realism which makes the tone so dark, and forces the viewer sit up and take notice. With funding at an all-time low for the charity, let’s hope this campaign helps to raise awareness of a subject that is an unfortunate daily reality.
Jada Balster, marketing director EMEA, Workfront
The 10 February Creative Works also features campaigns from J. Walter Thompson London, Zak, Grey London, RKCR/Y&R, BETC Paris and 18 Feet & Rising. The 10 February issue is available to purchase now from The Drum Store.