• D&AD Festival
    24-26 April, London
  • 24-26 April, London
Get Your Pass
  • Loading…

Cross The Line

Award: Wood Pencil

Wood Pencil / Direct / Writing for Direct / 2012

Last summer saw some of the worst civil unrest ever in Britain's cities. Of the 1,715 people arrested, 73 per cent were aged between 10 and 24. Sported is a charity that exists to help young people find an alternative to the culture of street violence. Set up by Olympic bid leader Sir Keith Mills, it now establishes sports projects in inner cities to turn negative energy into positive energy. The riots gave Sported an opportunity to promote itself as a proven solution. To encapsulate this, the agency wrote an emotive press ad that shows what happens when you cross the line from street to sport.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again