Long copy ad for Kiwi Shoe Polish wins inaugural Industry Craft Grand Prix at Cannes
Print work by Ogilvy Chicago simply features Muhammad Ali's shoes
Jun 20, 2018
A simple print ad for Kiwi Shoe Polish has won the inaugural award for Industry Craft at Cannes.
The new award celebrates the artistry, talent and skill required to deliver a beautifully executed solution to a brand's problems.
Yang Yeo, Hakuhodo APAC chief creative officer, led a diverse jury selected for their own craft expertise including Cannes Lions' first juror from Kenya, Osborne Macharia. The winning ad for Kiwi Shoe Polish from Ogilvy Chicago features a full page of tiny copy that sits behind a striking image of famed boxer Muhammad Ali's shoes.
"I can't remember the last time we got touched by a long-copy ad," Yeo said. "When I read it, I can feel him dancing in the ring. I can smell him. And that is the power of beautiful copywriting, the power of craft. That's what we want to encourage in this category--you don't need fancy moves or a Hollywood budget."