New Blood Entry — Chrysalis Billboard
Award: Yellow Pencil
giffgaff / 2023
To show that Giffgaff is now a good and committed company (a B-Corp) We chose the simile with the blue butterfly as our new symbol, creating a billboard made of cellulose paper that, as it melts in the rain, releases seeds from the butterflies' favorite plants, helping them to live and to grow, as they are an endangered species. Also, we Keep track of this on Instagram Stories.
What did the judges have to say?
This entry captured my attention straight away, and stuck out from the beginning to the end of the judging process. It was beautifully executed creatively and told the story of Giffgaff becoming a B Corp in an original way. Using the endangered blue butterfly as a new mascot, and the seed billboard, showed how much thought and research this entrant put into their submission.
Elin Manon Cooper, Illustrator
Beautiful insight, craft and execution. It did good vs said Giffgaff were good. It definitely met the criteria of work that made you jealous! The illustration and animation really captured the spirit of Giffgaff. It’s the type of work I’d see in the press and wish we had done!
Abi Pearl, Head of Advertising, Giffgaff
This entry excelled in all three judging criteria. It took an insight about a keystone species, the blue butterfly, and pushed that idea as far as it could go. It was a holistic approach that took this blue butterfly, turned it into a mascot for the campaign and then created OOH on seeded paper that would feed real-life blue butterflies as it decomposed. The campaign embodied the ethos of doing good and had real world impact, which set it apart from the other entries.
Grace Enemaku, Multidisciplinary Designer & Illustrator