An entry that seamlessly blends two curious elements together—Amish culture and Calvin Klein undies—has won the 2011 Fairfax Media Young Print Lions competition, beating out 26 other entries. Called ‘Reach the Unreachable’ the print ad is the clever work of young’uns Pip Perkins and Jennie Ko from DDB Group NZ.
The judges noted: “Clever insight which gives you real pause for thought and brings to life the message in a unique way. The juxtaposition of the Calvin Klein brand – surely one of the most far-reaching brands in America – within the Amish scene, really draws you in. The team has created something that delivers for Fairfax Media and absolutely nails the brief – the result is the most campaignable concept of the top three. A clear winner for its simplicity and insight.”
Toby Talbot, group executive creative director at DDB, was joined on the judging panel by Rob Jack, creative director at Special Group, who had this to say about the winners:
“The entry from Pip and Jennie entitled ‘Reach the Unreachable’ very cleverly delivered on our brief. Their demonstration of creative execution within the print medium, we hope, will serve them well on the international stage in Cannes.”
As part of their prize Perkins and Ko will be jet setting it to France next month and will receive full registration to the Cannes Lions International Advertising Festival. There they’ll compete against other young teams from across the world in the Young Lions Print competition where they will answer a brief to create a print advertisement in 24 hours. While at the festival the duo will also be able to soak up inspiration and insights from world-renowned industry professionals through a series of workshops.