Creative Preview: NYF's World's Best Advertising 2016

Published on Feb 08, 2016

From the Sponsor

The New York Festivals Creative Preview offers a sneak peek at select entries submitted to 2016's New York Festivals International Advertising Awards competition. The 2016 World's Best Advertising award winners will be announced May 19 at Lincoln Center's Frederick P. Rose Hall in New York.

This week, NYF showcases "Cocaninenomics," WSJ. Custom Studios' branded content campaign for the Netflix original series "Narcos." The bilingual immersive storytelling site explores the global cocaine trade from the 1960s through the death of Medellin Cartel leader Pablo Escobar in 1993 to today's renaissance of the city of Medellin.

WSJ. Custom Studios engaged audiences through the use of long-form narrative, documentary-style video, interactive infographics and a quiz to complement the series, allowing audiences to take a historic and economic look at the rise and fall of the Medellin drug cartel.

New York Festivals asked WSJ. Custom Studios' David Lennon, global creative director, and Fara Warner, global editorial director, about the inspiration for the campaign. "We had spoken to Netflix and MEC Digital about potential partnerships on projects, but when 'Narcos' came around, we knew instinctively that we could create a great experience," the creative team said. "Once you strip away the guns and the supposed glamour from the cocaine trade, there are only two incentives that drive the people involved in the business -- money and power -- and we felt that is a story that should be featured in The Wall Street Journal. … Once they realized we could cover the rise of the Medellin Cartel from so many unique angles, they saw the opportunity of how this work could engage a larger potential audience even beyond WSJ readers.

"Over the next eight weeks," said Mr. Lennon and Ms. Warner, "we'd create a title screen that enabled you to cut it into lines of cocaine on your desktop screen; write in-depth business articles that explained how regional smugglers became global billionaires; execute shoots in New York and Colombia with DEA agents, the mayor of Medellin, residents of the city and people who knew Pablo Escobar; research and track the history of drug smuggling routes in an interactive map; construct a sudden death quiz; and understand the intricacies of the cocaine trade across the world."

To view "Cocainenomics" and find out more, visit the New York Festivals website.

About the Sponsor

New York Festivals World's Best Advertising is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Starting in 1957, NYF now receives entries from 90 countries in all media in the following competitions: Activation & Engagement, Avant-Garde/Innovative, Branded Content/Branded Entertainment, Creative Marketing Effectiveness, Design, Digital, Direct & Collateral, Film (Cinema/Online/TV), Film Craft, Film, Best New Director, Integrated/Mixed Media Campaign, Media (Best Use of), Mobile, Outdoor/Out of Home, Package & Product Design, Print, Public & Media Relations, Public Service Announcements (PSA), Radio and Student.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Feb 08, 2016
New York Festivals

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.