The poster campaign for Depaul, the homelessness charity, exemplifies how copywriting can deliver a real sucker punch in emotional impact. “There is another side to the story” is the creative idea, and the execution is pleasingly literal, theatrical and visceral. On one side the poster captures the negative preconceptions people have about giving up their spare room to a homeless youth, but when both sides are read together, the message is transformed.
It’s a neat trick – the first reading of the narrative takes us along for the ride, lulling us into a false sense of security, even of complicity. With the second reading, prejudices are overturned, and a more positive, hopeful future is evoked.
It’s astonishingly skillful – this kind of thing is not easy to do – and is as much a craft as any that’s evident in the festival. Another reason why we’re #fansofcannes.
By Katie Ewer, Strategy Director, jkr Singapore
There's another side to the story (Cannes Lions Bronze, 2015) Agency: Publicis
