| Title | A FUCKING PRINT AD |
| Brand | THE SWEDISH BRAIN FOUNDATION |
| Product/Service | BRAIN RESEARCH |
| Category |
B02. Non-profit / Foundation-led Education & Awareness |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
|
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PR
|
NORD DDB Stockholm, SWEDEN
|
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Production
|
NORD DDB Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
| Hanna Stenwall |
NORD DDB |
Creative Director |
| Anna Salonen |
NORD DDB |
Creative Director |
| Teodor Nisbel Fjäll |
NORD DDB |
Creative |
| Viktor Einarsson |
NORD DDB |
Creative |
| Marc Östlund |
NORD DDB |
Senior Creative Designer |
| Ylva Höckerlind |
NORD DDB |
Graphic Designer |
| Caroline Wetterholm |
NORD DDB |
Senior Client Director |
| Johanna Björnfot |
NORD DDB |
Project Director |
| Carin Sandström |
NORD DDB |
Production Manager |
| Karl Skoog |
The Swedish Brain Foundation |
Marketing Director |
| Lisa Kopp |
The Swedish Brain Foundation |
Brand- and Project Manager |
| Martina Fjellsson Draoui |
The Swedish Brain Foundation |
Press Manager |
| Anna Ökvist |
The Swedish Brain Foundation |
Neuroscientific Expert and Public Affairs |
Tell the jury about the copywriting.
In Sweden, like in many other countries, the use of swearing in printed media is rarely allowed. But in a print with the purpose of raising money for Tourette's research, we found the perfect opportunity.
At its core, this headline is a very bold ask for money - using explicit verbal tics to tap into the most common bias against Tourette's syndrome. It worked as a dare for the reader to actually read the body copy, where we explained this common misconception about Tourette's. And that that is one of the main reasons we need more money.