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Vegas. Bright lights. Casinos. Bars. Live shows. Beautiful people. Non-stop entertainment. In the heart of this hedonistic heaven (or hell, depending on your degree of self-righteousness), in a dim-lit room, sat the ten people that comprised what the other jury members called the ‘slash’ team; the Print/Poster/Billboard/Ambient jury. We were a motley crew of jet-lagged creatives from all over the map.
The first two days were short and easy. You looked at the work on your own, voted pieces in or out according to your own lights, and escaped into the bright Nevada sun. When we assembled on the third day, we had a shortlist as crisp as a pit boss’s collar.
As the day progressed, the good work started to assert itself. Of course, the much acclaimed and awarded Whopper Detour stood head and shoulders above the rest; it defied award show category definition by embracing ambient, direct, digital, and chutzpah. Reams have been written about the campaign and I would like to turn your attention towards an astounding fact that I discovered while judging LIA.
Print is alive and kicking! Here’s proof.
The Gun Violence History Book is another great example. With 853 pages encapsulating 228 years of gun violence history in America, it does what history can’t: stop an actual bullet. And every copy of the book had a bullet shot through it before it was mailed to legislators and schools. Talk about work with stopping power.
So print is dead, long live print! And as a copywriter who grew up worshipping the written word, this discovery alone made schlepping all the way to Vegas well worth it.
Joji Jacob is Co-founder and Creative Partner at BLKJ Singapore.