Print: TBWA\Vancouver & Rethink
Jon Murray and Simon Bruyn, copywriters at TBWA\Vancouver and Vancouver-based Rethink respectively, were the pair that won the print category with an ad they tried to make as arresting as possible, while driving home the point that it's easier than you think to help those in need. All it takes is a simple action like folding a piece of paper - or donating.
Their ad depicts the silhouettes of a doctor and a child separated by a line of armed soldiers. The caption, which reads, "Help us reach those in need," prompts the reader to fold the ad, à la Mad magazine, eliminating the soldiers and helping the doctor reach the child, thereby reinforcing MSF's unique ability to help, and bringing home the need.
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Magazine
September 2010
In our Next Big Things issue, industry execs reveal the ideas and issues poised to reshape the biz and Telus Quebec's Catherine Patry explains how a zebra became the telco's LGBT spokescritter. We also investigate how magazines are reinventing themselves online and off to reconnect with readers and spice things up for advertisers.