RUNNER UP

TitleRUNNER UP
ClientGLOBAL ALLIANCE ASIA-PACIFIC
Product / ServicePUBLIC AWARENESS MESSAGES
CategoryA02. Posters
EntrantOGILVY & MATHER VIETNAM Ho Chi Minh City, VIETNAM
Entrant Company OGILVY & MATHER VIETNAM Ho Chi Minh City, VIETNAM
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency 2 OGILVY & MATHER VIETNAM Ho Chi Minh City, VIETNAM

Brief Explanation

Our job was to communicate real stories about the massacres at Nanking through long copy in two languages and supported by powerful, sometimes gruesome photography from the period. Our challenge was to integrate these many elements together while making the compelling stories easily readable for audiences of two very different languages.

The Brief

Global Alliance is committed to raising awareness across Asia of Japan's reluctance to admit to and atone for war crimes the country committed from 1935 to 1945. Our brief was to produce powerful print executions that educated both English and Japanese-speaking audiences about crimes the Japanese committed at Nanking, China in 1937 -terrible events that are not well-known across Asia and almost completely unknown to young Japanese.

How the final design was conceived

Taking inspiration from the 1930s Japanese magazine that originally publicised the competition to behead Chinese prisoners, we created a newspaper-type feel based on Japanese print news articles of the period, splitting our layout into Japanese and English sections that were equally readable for readers of both languages yet cohesive as a whole.

Indication of how successful the outcome was in the market

In the months after this campaign was launched monthly traffic to the Global Alliance website increased over 2000% with offers of help and donations flooding in. Our campaign also greatly raised awareness through a range of media articles written about our campaign, helping reignite discussion about this very important issue.

Credits

Name Position
Gill Clark. Len Cheeseman. Bonnie Tram Nguyen. Joe Harris. Bj Galinato. Ky Le. Designer
Steve Cicala Retouching
Gill Clark. Len Cheeseman. Typography
Craig Love. Martin Sutcliffe. Todd Mccracken. Copywriter
Todd Mccracken. Len Cheeseman. Huy Anh Le. Art Director
Todd Mccracken Executive Creative Director