Draftfcb in London was honored for Best Writing at last night’s prominent Best Awards 2012. 

 

The awards, organised by the Marketing Agencies Association (MAA), with the Guardian newspaper, is a celebration of the most innovative, cutting edge and inspiring marketing work produced by creative agencies in the past 12 months and saw Draftfcb’s writing for print ad ‘Crossing the line’ for charitable organisation sported. take the top spot.

 

“Crossing the line” is an exceptionally mature piece of writing, art directed with great restraint”, said Draftfcb London’s Head of Ideas Alistair Ross. “It perfectly captures the sported. belief that ‘Sport changes lives’ in a way that catches the reader off guard, amplifying the key message.”

 

sported. works with inner city kids , to encourage them to play sports rather than turn to crime and drugs. The clever poster (attached) illustrates how sported. can help change the lives of young people. It shows that on the surface, life on the sports field and life on the street are more similar than you think, but look a little closer and you’ll see how easily things can change by crossing the line.

 

The sported. campaign also achieved merit for “Best campaign by agency youth”, accepted by James White, copy writer and Henry Finnegan, art director.