This series of executions for Alcoholics Anonymous by Ogilvy and Mather Auckland tell a really meaningful story through a great concept and perfect consideration of illustration to bring the art direction to life. With the payoff line ‘Get Back’, these executions show how drinking and alcoholism can get in the way of the important things in your life. What truly sets these apart though, is the consideration paid to the art direction.
Rather than using photography or colourful illustration, these ads use soft watercolours to bring the illustration to life and add a sense of drama and sadness to the executions that could not have been conveyed otherwise. This shows a great understanding of art direction by the Art Director, who would have most probably commissioned an illustrator to bring their vision to life. People often ask how art direction can make a difference, and these are a perfect example.