It is said that the beauty of TV commercials lies in the fact that they tell a story in just 30 seconds. It is a challenge to tell such a story effectively and with a business purpose to boot. Print ads too tell a story, but without the aid of audio-visual impact. I feel it is doubly challenging to convey a story in a print ad because of the static medium and all that the creative mind has in its disposal are words and images – no heartrending music or the gooseflesh of emotion conveyed through acting.
Agency: Impact BBDO
While I am not sure if these were made for awards (ahem) or helped the brand solve a real business issue one has to salute the creative idea – it conveys so much within the constraints of the medium.