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

Published On
Jun 20, 2018

Editor's Pick

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."

Read more about today's awards over at AdAge.com.

Credits

Date
Jun 20, 2018
Brand:
Kiwi Shoe Care
Agency:
Ogilvy-Chicago

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Project Type