Cannes Spotlight: Industry Craft Grand Prix goes to KIWI ‘First Steps – Ali’ by Ogilvy Chicago
The Copywriting of this KIWI “First Steps – Ali” print add last night won the Grand Prix in the Industry Crafts category. It was created by Ogilvy Chicago.
Endless words have been written about the people whose shoes are portrayed in this campaign. For instance, Muhammad Ali inspired some of the best sports writing ever, from the likes of Norman Mailer, Hunter S. Thompson, and George Plimpton. Far from yearning to compete with those legendary pens or to slavishly echo their style, we approached the story of 6 charismatic figures from a different angle; we put their steps in the spotlight. We showed the revolutionary impact they had. We illustrated the difference that these people made in the course of human events. Things we take today for granted, or in hindsight we think are self-evident. But for them, it was almost inconceivable to think what they thought. Few of us today would have the courage to walk even a step in their shoes. That is the crux of the idea that informs all the storytelling.