Bronze


ABC Canada

The initial phase of the campaign takes a benign object - a piece of paper - and turns it into a barrier similar to the obstacle experienced by people who struggle with literacy. The familiar blue lines take on new meaning as they are turned into jail bars, a maze, and a brick wall.
This was executed in newspaper, magazine, and a special "talking poster" featuring a piece of paper with a button in the middle. When pressed, a recording tells the listener, "This poster has no printed words. Thatís because five million adult Canadians would have a hard time reading them."
To help overcome learnersí fear of failure, we created a TV commercial that let them know they could succeed at improving their literacy skills.


ABC Canada


ABC Canada



| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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