Print: TBWAVancouver & Rethink

Jon Murray and Simon Bruyn, copywriters at TBWAVancouver and Vancouver-based Rethink respectively, were the pair that won the print category with an ad they tried to make as arresting as possible, while driving home the point that it's easier than you think to help those in need. All it takes is a simple action like folding a piece of paper - or donating.

Jon Murray and Simon Bruyn, copywriters at TBWAVancouver and Vancouver-based Rethink respectively, were the pair that won the print category with an ad they tried to make as arresting as possible, while driving home the point that it’s easier than you think to help those in need. All it takes is a simple action like folding a piece of paper – or donating.

Their ad depicts the silhouettes of a doctor and a child separated by a line of armed soldiers. The caption, which reads, ‘Help us reach those in need,’ prompts the reader to fold the ad, à la Mad magazine, eliminating the soldiers and helping the doctor reach the child, thereby reinforcing MSF’s unique ability to help, and bringing home the need.

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