Hard-hitting New York Times ads lift Film Craft Grand Prix
A powerful campaign for The New York Times, entered by Final Cut and Droga5, was the Film Craft jury’s unanimous pick as Grand Prix. Five executions supporting the courage, rigour, perseverance, resolve and fearlessness of the paper’s journalism were cited as part of the Grand Prix award and also picked up several Gold Lions.
The winning entry was a labour-intensive exercise that saw Droga5 review hundreds of recent articles to find the ones that best encapsulated the NYT’s journalism. Time was then spent interviewing the reporters involved to understand how the stories developed and to establish timelines. All of this was then fed into the campaign.
Jury president Rebecca Skinner, managing director/executive producer of Superprime Films, said: “Craft can be quite a subjective idea; but this campaign was so complete. It brought craft into every aspect. The sound, editing, everything, came together in such a seamless and immersive way that we all supported it as our Grand Prix, despite the fact there was also very strong work from others.”
Apple also did well in this category, winning Gold Lions for Smuggler’s Apple At Work: The Underdogs and TBWA\Media Arts Labs’ Share Your Gifts. Despite being a US-dominated category, there were also wins for Iconoclast Paris and Wieden+Kennedy Sao Paulo. The latter secured Gold Lions for five executions on behalf of Mondelez.