COMPUTERARTS.CREATIVEBLOQ.COM- 43 -
HOW GREAT IDEAS
WIN BLACK PENCILSHOW THREE OF 2019’S BLACK PENCIL-
WINNING CAMPAIGNS FOUND THE PERFECT
BALANCE BETWEEN IDEA AND EXECUTIONLIBRESSE: 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 vulva-
like 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 Wor th It achieves this goal in st yle, 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.COMPUTERARTS.CREATIVEBLOQ.COM- 43 -
SEPTEMBER 2019 IDEAS