| Title | A FUCKING PRINT AD |
| Brand | THE SWEDISH BRAIN FOUNDATION |
| Product/Service | BRAIN RESEARCH |
| Category |
E03. Print & Publishing |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
|
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 |
Cultural / Context information for the jury
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.
More than one in three Swedes will have a brain disease at some point in their life - stroke, Alzheimer's disease, epilepsy, or anorexia to give a few examples. But in TV, books and films, Tourette's have most often been portrayed as a diagnosis that basically just makes you swear uncontrollably. This prejudice has been used frequently since it creates comic situations. But many Swedes don't know that uncontrolled swearing is only true for a small percentage of those who have Tourette's syndrome. So to show that increased knowledge about the brain can reduce prejudice, we used this preconception about Tourettes in the headline to draw people's attention.
Tell the jury about the copywriting.
At its core, this headline is a straightforward statement that The Swedish Brain Foundation wants the public to donate more money to them. But, the copy uses explicit verbal tics in the headline to tap into the most common bias against Tourette's syndrome.
The headline worked as a dare for the reader to actually read the body copy, where we explained this common misconception about Tourette's. And that is one of the main reasons we need more money.