Brilliant Ad for giving

By | July 16, 2017

It’s one of the most memorable images of this Cannes Lions festival. A stack of Der Tagesspiegel newspapers, with a cover photo of Donald Trump repeated more than a dozen times, elongating his face and giving the illusion of a very, very big mouth.“Will he bully his way into the White House?” asks the headline.

The ad, from German agency Scholz & Friends, was an instant classic when it launched last year, and has been one of the more high-profile executions honored at the festival. The campaign won a gold Lion and two silver Lions across the Print and Outdoor categories.

The visual trick is delightful, and the fact that it uses the product to achieve it is also fantastic.Adweek spoke to Matthias Spaetgens, chief creative officer of Scholz & Friends in Berlin, about the work. First, check out the original Trump print ad here.

As you can imagine, the U.S. elections have been one of the biggest news topics last year in Germany,” Spaetgens tells us. “Our task was taking up this highly discussed issue, and at the same time inseparably linking it with the actual product itself.

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