‘Read Me’ contributor Will Awdry is one of advertising’s most respected copywriters. In the short films below, fresh off the D&AD website, he shares some of his tips for writing brilliant copy, demonstrated with D&AD Award-winning examples. But first he offers his take on what it means to be a copywriter.
Offenders are significantly less likely to re-offend if they find a job. Though they often have the qualifications and the experience, 75% of employers admit to rejecting applicants with a criminal record within seconds. So Leo Burnett, London decided to get people to re-assess this prejudice. Using the familiar layout of CVs, they confronted them with the issue. Instead of featuring the usual qualifications and employment history, the CV is a stream of consciousness from an interviewer, who, on discovering a job candidate is an ex-offender, immediately rejects them.