Cannes Lions

BILL BERNBACH SCHOLARSHIP AWARD

DDB NEW YORK / DDB / 2010

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Overview

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Credits

Overview

Description

Each year, DDB Worldwide rewards talented creative hopefuls with a scholarship named after its founder, Bill Bernbach. The goal was to create awareness of this program and to promote diversity in the advertising industry.

Execution

To deliver a message of the importance of color in advertising, a poster was designed that was devoid of any colour at all. This translucent poster was designed (done by silk-screening a clear varnish onto clear acetate) and sent to top advertising schools across the country, with directions to be hung on different wall surfaces.

Outcome

Awareness of the scholarship was immediate: applications increased by 25% and website traffic jumped by 100%. When interviewed, students credited the poster as one of the reasons they looked into the scholarship to apply.

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