Here’s another nice PSA series that was awarded at the Clios. It belongs in a unique category that I’m going to dub “bifurcated prose.” The left side features a negative message, which turns positive when you read the piece in full. It’s like the copywriting equivalent of a Mad Magazine Fold-in. It must have taken tons of careful re-writing, but well worth the effort.
Agency: Publicis, London
Source: CLIO Awards