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Nils Leonard as president of Industry Craft jury: We saw alma’s Better With Pepsi as the very purest example of crafting outdoor advertising
Liz Unamo| 21 de junio de 2022
Nils Leonard - Presidente de Jurado Industry Craft
For Nils Leonard, founder of the Uncommon Creative Studio and president of the Industry Craft Lions jury, awarding the silver medal to alma for its camaign Better With Pepsi required a lot of deliberation. “Once again we searched for examples in print media and posters and other printed materials that looked to be of the highest importance, that were on a larger scale than ever before, that spoke of something greater and was a wonderful example of advertising, all of which was unbelievable, but there we were, always wanting something more,” Leonard said. One advantage of the campaign was its history as a multiple prizewinner. “One thing worth mentioning,” he added, “is that it had been admired and awarded prizes in many other places – something that can work both ways. Sometimes you say, ‘OMG, it’s incredible, it’s beyond belief,’ and sometimes that forces you to analyze whether it really is that good or if people voted for it because others elsewhere had previously voted for it and because so many people had discussed it so much.” The category received 1,134 candidacies and awarded 24 Lions: 5 gold, 10 silver and 9 bronze.“We believe it’s really good, we think it was a very pure example of the outdoor craft and of an idea, but really, when we observe the execution closely, we see the finish was excellent, the photography was good and so was the typography, and I truly believe that only the vehicle kept it from being incredibly beautiful,” Leonard concluded.
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