2012 Winners & Shortlists

Brief Explanation

Having completed 40 years, the challenge was to not sound pompous. We managed to sum up our creative philosophy with our first interactive cover.

The Brief

Since 2009, Backslash is the quarterly magazine of TBWA\RAAD, which is sent to existing and prospective clients, as well as network offices around the world. TBWA was celebrating 40 years as a disruptive agency globally and it was to be the theme of this issue.

How the final design was conceived

TBWA is famous for being the ‘Apple agency’, having created the iconic ‘1984’ and ‘Think Different’ commercials. And at the core of our creative culture is Disruption, symbolized by the \ in our corporate identity. We brought these two concepts together on our cover, to sum up our work in the last 40 years.

Indication of how successful the outcome was in the market

With the issue just out in February, it’s still too early to say. And we’d rather not exaggerate