Rule-breaking Budweiser ads win Print prize


The Print and publishing Grand Prix for 2018 went to 'Tagwords', an evocative and ingenious campaign from Brazilian agency Africa, Sao Paulo that tied Budweiser’s history to some of the music industry’s most iconic images and talent.

The campaign, which ran in print publications and outdoor, gave people teaser instructions to use internet search terms that would take them straight to historical images of scenes where music industry icons are holding cans or bottles of Bud. So, for example, an ad saying ‘1969 musicians sessions Budweiser’ took people to an image of the Rolling Stones' Mick Jagger and Keith Richards holding cans of Bud.

What made the campaign especially smart, said jury president Kate Stanners, global creative director for Saatchi & Saatchi, was that it was a clever way of getting around copyright and celebrity endorsement issues. “They broke the rules,” she said, “They found a way to say things that couldn’t be said. It was beautiful and simple.”

Stanners said her jury was impressed with this year’s print and publishing entries: “Print can be thought of as a dying medium, but these entries showed it is alive and kicking. The quality of the work was exceptional, because there is a tendency for people to turn to the print medium when they have something important to say.”

There were also seven Gold Lion-winning campaigns in this category. Underlining the range of brands that are using the medium successfully, there were Golds for Lyric Opera of Chicago and KFC. KFC struck Gold for two separate lines of work coming out of Mother, London and Ogilvy, Hong Kong.

Harriet Palmer