Right To Play, an international humanitarian organisation committed to improving the lives of children in the most disadvantaged areas of the world, sponsored the Young Creatives section at the Cannes International Advertising Festival in 2007. The gold award went to the Chile team, art director Juan Pablo Gaete and copywriter Michael Honeyman, from Publicis Chile. Large shell holes in a wall are replaced by the images of soccer balls.
One of the two silver awards went to art director Justin Carew and copywriter Enrique Ignacio Rodriguez from DDB Sydney, “giving kids a chance to be kids”. Two automatic rifles are used to mark out the goals for a soccer game.
The other silver award went to the Philippines team, art director Carmela Valerie Advincula and copywriter Mignon Wilhelma Tobias from Leo Burnett, Manila. “Sports can make a difference”.
The bronze award went to art director Leandro Cacioli from Contrapunto and copywriter Leandro Lourenção from Fallon, Brazil. “In 1969, Santos FC stopped a civil war in Belgian Congo to play two friendly games.”
Creative teams of two from countries around the world were given the brief of creating awareness of Right To Play, educating and informing the public about the charity’s focus on sport and peace. 37 teams, each comprising one art director and a copywriter under the ages of 28, had 24 hours to interpret the brief and develop a print ad using imagery sourced from Getty Images collections. Getty Images consultants were on hand to provide technical support throughout the process.
Lewis Blackwell, SVP group creative director, Getty Images, commented: “This event gives a great insight into where advertising might go as it demonstrates the processes and passions of the best young talent.This year’s brief – Right to Play – is not only a great cause, but also links to the fact that creativity and play are vital components in life and essential to how brands can connect.