Hope is Power is the Guardian’s first brand campaign in seven years, and aims to restate the Guardian’s purpose and inspire readers around the world to support its journalism. The campaign’s central message is inspired by Guardian editor-in-chief Katharine Viner’s essay ‘A mission for journalism in a time of crisis’. The campaign seeks to build on the trust and affinity readers have with the Guardian and its role in giving people the facts to challenge the status quo, publish fresh ideas and opinions, and hold power to account.
What did the judges have to say?
This one really stood out as it was such a simple idea but so powerfully executed. The art direction, choice of music, sound design and CG came together beautifully to hammer home the message. With very few elements, basic camera moves and a simple environment, the director managed to elevate this piece to a terrifyingly fitting story for our times – one that explored themes of struggle, frustration, the stubborn persistence of status quo and an irrepressible longing for something better. It was fresh, original and crafted very well.Charu Menon, Executive Producer, Heckler
Personally, four works grab me by the collar more than others, on different levels. It's all simple ideas with perfect, simple executions, where the magic happens. Great talent makes complicated things look easy: Hope is Power for the Guardian, Wise Words for Comic Relief, Storm the Court for Reebok and The Underdogs for Apple. These works provoke intimate, related, unexpected emotions, and show great ability in creating narratives. Just perfect. You don't feel there's any extra or missing frames from the story. The craft attached to these projects attends to one of the most significant criteria for an award like D&AD. It moves the industry towards the future, where narratives will catch people's attention, as they have since stories were painted in walls and told around the fire.Ricardo Jones, Director, Stink Films London
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