Ogilvy’s Ali is the greatest


The first ever Industry Craft Grand Prix goes to 'Ali', a print ad execution created by Ogilvy Chicago for SC Johnson’s Kiwi Shoe Care.

Unflattering at first sight, the ad consists of a large slab of text and a pair of shoes. But behind it is a meticulously crafted and researched campaign which involved finding the original shoes of four great American figures and telling their stories. The winning execution focused on Muhammed Ali’s shoes, but the overall campaign also involved tracking down the footwear of Ernest Hemingway, Amelia Earhart and Abraham Lincoln.

Jury president Yang Yeo, creative officer, Hakuhodo said: “We were moved from the word go, but as we continued to read we became more and more engaged. There was no image of Ali but as we read we could feel Ali dancing around the ring, we could smell him. At a time where there are so many loose tweets, it was great to recognise the power of copywriting.”

Yang welcomed the launch of the Industry Craft Lion, which celebrates the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life. “It’s great that Cannes Lions recognises the importance of industry craft. Craft is the bait at the end of the hook, the thing that enables the idea to engage the audience.”

Yang said the jury was pleased to see so many big brands “continuing to push the creative boundaries.” Adidas, KFC Birdland and Nestle’s KitKat, for example, all won Gold Lions, with campaigns that originated in Germany, Hong Kong and Morocco respectively. So did Y&R Dubai, picking up six individual Golds for its campaign on behalf of the Inter-religious Council in Bosnia & Herzegovina.


Harriet Palmer