Industry Craft > Copywriting
LEO BURNETT, Dubai / HOME CENTRE / 2023
Overview
Credits
Cultural / Context information for the jury
Studies show that every tear looks different when photographed under a microscope. The topography of each tear reveals the emotion behind it. Tears of anger look different from the tears of sadness; tears of joy look different from onion tears. The topography of a tear can give us a glimpse into the state of mind of the person who shed it.
Tell the jury about the copywriting.
The copywriting aimed to bring out the innocence and the heartbreak experienced by the orphan kids. Just like the kids' tears narrated a painful truth, the writing in the book and the posters had to convey the same emotions with subtlety. The writing was restrained on purpose to avoid falling into the trap of selling a child's pain instead of giving it its own voice. The writing is touching without being unnecessarily sentimental. Each story ends with a positive message inviting the reader to adopt or foster a kid.
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