Draftfcb in London has been honoured for the second time in just seven days for print ad ‘Crossing the line’ for charitable organisation sported.
Last night at the Creative Circle awards James White, copywriter and Henry Finnegan art director took home a Gold for “best copy in direct craft” and last Thursday at the MAA Best Awards they were awarded “best writing” and merit for “best campaign by agency youth”.
The awards, reward people at the top of the industry and encourage them to help those at the bottom. First, as an awards body run and judged by creatives, recognising and showcasing great ideas, fresh thinking and craft. Second, as an education body, run and developed by creatives. In their words, “eventually, the people at the bottom become the people at the top.”
“’Crossing the line’ is an exceptionally mature piece of writing, art directed with great restraint,” said Draftfcb London’s head of creative 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. It also has two brilliant sister ads we hope will follow in its footsteps.”
sported. works with inner city kids, to encourage them to play sports rather than turn to crime and drugs. The clever poster 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.