WORDS ARE POWERFUL. CHOOSE THEM WELL

TitleWORDS ARE POWERFUL. CHOOSE THEM WELL
BrandTELEGRAPH
Product/ServiceTELEGRAPH
Category G06. Video / Moving Images
Entrant adam&eveDDB London, UNITED KINGDOM
Idea Creation adam&eveDDB London, UNITED KINGDOM
Media Placement FETCH London, UNITED KINGDOM
Production WHY NOT ASSOCIATES London, UNITED KINGDOM
Production 2 FREEFOLK London, UNITED KINGDOM
Production 3 750MPH London, UNITED KINGDOM
Credits
Name Company Position
Ben Priest adam&eveDDB Group Chief Creative Officer
Ben Tollett adam&eveDDB Group Executive Creative Director
Richard Brim adam&eveDDB Chief Creative Officer
Laurence Quinn adam&eveDDB Creative
Tom White adam&eveDDB Business Director
George Fox adam&eveDDB Account Manager
Brittany Littlewood adam&eveDDB Agency Producer
Tom Sussman adam&eveDDB Planner
Katie Foenander Fetch Media Planner
Charles Gillett Freefolk Post Producer
Duncan Russell Freefolk Colourist
Andy Humphreys 750MPH Audio Post Production
Dhruv Ghanekar Wah Wah Music Composer

The Campaign

The creative appropriates famous cultural references – from politics, to sport and pop culture – to highlight iconic moments when well chosen words have taken root in culture or affected the very course of history.

Creative Execution

This film takes us on a chronological journey through some of the most poignant moments and words in History. Using the exact typefaces that the Telegraph used in each era, the film stays faithful to the design and technologies used at the time of each story. Typographic elements such as letterpress blocks, phototypesetting film, proof readers marks, guidelines and code all work to amplify the concept of words chosen well - attention to detail of the content coupled with close consideration and craft as to how it looks. Starting in black and white print through colour and then into digital and using elements from the current Telegraph newspaper, website and app, the film builds into a showcase for all of its outputs and platforms. The campaign appeared on National TV, VOD, Online, Digital billboards, Static billboards & a range of other OOH formats.

Indication of how successful the outcome was in the market

No results currently received – these are due to be presented to the business for the first time in November.

This campaign brings to life and evidences the power of specific words that have: *Had an impact on the course of history *An effect on people’s thinking *Or simply gained a weight or traction in culture, beyond their initial use. These impacts and effects didn’t always have to always be positive. The point was that words have incredible power, both positive and negative, and so there is a weight of responsibly that should be felt by anybody using them. We wanted to show that The Telegraph understands this power and tirelessly endeavors to choose the single right word, over the many easy words; the true word, not just the popular word; so that all of the words we write, are words you can depend on, words we can stand behind; words chosen well. This thought, combined with a compelling call to action, delivers the endline: Words are powerful. Choose them Well.