During her 25 year advertising career, "Chairmom" and CCO of Dentsu Jayme Syfu, Merlee Jayme has featured on CNN’s Leading Women 2015 and was named by Campaign brief Asia as one of their top 20 creative directors. As well as breaking the glass ceiling for women in this ‘mad men’s world’ she recently launched her first book “Everyone Can Be Creative”.
We used to say that it takes at least five seconds to read and fully appreciate a billboard. With a print ad, however, it can take forever.
Burger King has done it in a much bigger and a braver way. Their open letter on a major daily has not only started a conversation that carried on to social media, it has also gained tremendous PR, and more importantly achieved a “what-seemed-impossible” action of partnering with competing brands. All for peace.
Tweeting. It’s part of our “everyday verbs”. But can you imagine visualizing it on press? This campaign for Twitter has illustrated how stories developed in real time as people tweeted. Ignited with one personal post, acknowledged by credible networks.
Through the years, Dove has created emotional campaigns for women celebrating “Real beauty”. This has been borne out of a study in 10 different countries where it’s been discovered that only 2% of women interviewed considered themselves beautiful.
In social media- specifically on Instagram, the love for selfies reflects our love to be accepted. Sadly, this also opens to a lot of bullying opportunities. This behavior is shown in Dove’s latest print work. Here, reading the copy makes me feel this young woman’s pain of struggling to be desperately liked.
It seems that young people nowadays can’t stop from sharing almost everything in social networks. But the truth is, what they share is only what they want their hundreds of friends to see.
When they post “what’s on their mind” they only reveal maybe a 10th of what really is going on. Calling a hotline for support may not be new, but addressing an insight of human behavior online makes it fresh and compelling.
Press in D&AD this year have embraced the power of consumers’ digital behavior. Most have successfully merged both print and social media. Thankfully, without sacrificing relevant insights, beautiful writing and brilliant art direction.
Year after year, we’ve witnessed this supposedly dying medium evolve. For as long as we find ways to continuously grab attention in the age of distraction, I think press is here to stay.
If you think you have a campaign that deserves a Pencil, enter your work into the D&AD Awards and see if our judges agree. When it comes to awards, nothing matters more.