2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Tanning is a topic that comes up in conversation often. In fact, it’s also a political/socio-economic topic in the region, because being darker is seen as sexy in; e.g.: Europe, but the opposite is true in SE and E Asia. The visual is also arresting in the Middle East, because bare skin is seldom used in advertising, due to the restrictions imposed by most Arab governments. This adds to the print’s stopping power. The visual was chosen because of its relatability to the masses, its simplicity in communicating the benefit of travel in general as well as the regional complexities related to showing bikini-clad women.