The 3rd Tinta Awards campaign touts it as being "the toughest print show." It illustrates this sentiment by ripping into three print ads, one for Samsonite, another for Harvey Nichols and the last for Dog Adoption. Using iconic red markings to signal what needs improvements, the images show that there are no exceptions when it comes to brands or advertising agencies.
Conceived and executed by the Young and Rubicam ad agency based in the Philippines, the 3rd Tinta Awards campaign was art directed by Sandy Salurio with creative direction by Nils Andersson, Jenny Nadong, Kit Ong and Bo Deng. Calling for entries to be judged, the ad campaign sets the bar high. That will, hopefully, ensure that only the best of the best go into consideration.
Unforgivingly Edited Ads
The 3rd Tinta Awards Campaign is the Toughest Print Show
Trend Themes
1. Brutal Advertising Critiques - Identifies a trend of using bold and uncompromising methods to critique and improve print advertisements.
2. Demand for Perfection - Reflects a trend of raising the standard in print advertising by setting high expectations and challenging creative professionals to produce their best work.
3. Unapologetic Red Markings - Highlights a trend of using bold red markings as a visual symbol to signify areas that require improvement in print ads.
Industry Implications
1. Advertising - Offers opportunities for advertising agencies to push boundaries and deliver more impactful campaigns through brutal critiques and high expectations.
2. Print Media - Presents a disruptive innovation opportunity for print media companies to enhance the quality and creativity of their advertisements by embracing unapologetic critiques and striving for perfection.
3. Creative Services - Creates a demand for creative professionals and agencies to constantly improve their craft and deliver outstanding print advertisements that meet the highest standards set by the industry.