COSSETTE, Montreal / INFOPRESSE / 2017
The Créa (Québec Ad) Awards have been dominated in recent years by a small clique of creatives. It’s become so difficult for other people to win a Créa, it’s taken on mythic proportions.
This campaign was designed to encourage up-and-coming creative talent and their agencies to submit their work to the Créa Awards, despite the odds, and to encourage agencies to attend the awards gala.
Depicting the Créa trophy as the horn of a unicorn, the print ads showcase three of the creatives who have managed to usurp the old guard and win a Grand Prix in the last couple of years.
Using lesser-known creatives for the campaign is in itself a departure from previous campaigns promoting the Créa Awards, most of which have featured the same well-known creatives who win the majority of the prizes.
DENTSU AUSTRALIA, North Sydney