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Wow! Love the idea. Such a simple idea. I don't know why your clients thought the audience wasn't smart enough for something like this. That's ridiculous LOL
Proper work
Exact same idea and execution already won in Cannes in 2006 for the same client. So, they didn’t really get out of their confort zone.
I kinda think that as a CD it’s also your job to be some kind of Encyclopedia of the ad industry. This one actually WON in Cannes, it’s not like it was a small print ad that didn’t win any international awards. And yes, we are in the industry or messaging but the difference between being « good » and « great » is the ability to tell the message in a completely new way.