These literacy ads won a Gold Lion at Cannes this year for DDB Paris.
I’ve mentioned in the past that some campaigns aren’t really campaigns at all; they’re the same ad three times. This “campaign” for Cascade is a good example:
If all you’re changing about the scenario is the talent and the background, you haven’t really created a campaign. I see that the Cascade team changed up the source of the dazzling light (dishwasher, drawer, cupboard) but those differences are very subtle next to the red-eye effect that carries the idea.
By contrast, DDB’s literacy ads have many visual expressions of the same core idea. Seriously, this campaign could go on forever, which is one of the criteria by which we judge a campaign to be great.
If this campaign were for any other cause or brand, I would fault it for lacking a campaign “look.” But of course, a recognizable visual identity for the campaign would wreck the core message, which is that there can be no meaningful comprehension without literacy.