Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.
This week, Leo Leone, executive creative director at Barbarian, talks about Pantone and Taxi teaming up for United Way Canada on the ‘Unignorable’ campaign that brings light to local issues.
I came up in the pre-Google, pre-social-media, pre-paid media, pre-high-speed internet era. Mood boards were scanned in picture-by-picture after extensive magazine searches and augmented with personal photos taken on film cameras. Icons and illustrations were always custom, even in comps and pitches. Fonts were currency. You’d go from project to project with a rubber-band stack of Zip disks that housed your digital toolkit and graduate to Jazz disks when you’d been around long enough to justify the extra storage space. There was a level of creative craft that was expected and respected. Even as the internet evolved and became more robust, craft was what defined good creative from the so-so, and was the only guarantee that you might get eyeballs on your efforts.
Somewhere along the way, craft started getting traded for efficiency and curation for quantity. Timeliness, trends and ‘firsts’ began driving creative ideation. So, it was a really pleasant surprise for me to see the latest work from Taxi for United Way Canada. United Way does so much to improve the human condition around the world that their singular message is often lost on most of us. Taxi succinctly redefined that message as ‘making human issues unignorable’ and built a thoughtful and crafted creative brand platform.
They partnered with Pantone to create a custom neon coral brand color, also named ‘unignorable’, to be the thread that ties all United Way initiatives together (and to be the PR headline that got our attention). They worked with artist Malika Favre to create posters, OOH and digital assets that are provocative, beautiful and timeless at the same time. And they created six-second digital videos that followed a formula but have been directed and shot in such a way that each one can stand alone and evoke as much emotional response as the previous. Of course, all key moments are punctuated in 'unignorable' orange.
I look forward to seeing how this work resonates and serves as an example of creative craft and thoughtfulness being alive and well with those brands and agencies that understand its enormous value.
Leo Leone is executive creative director at New York agency Barbarian.
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