Truth Well Told

A philosophy to engage with consumers in their daily lives

McCann has a strategic approach, evolved from its founding and enduring Truth Well Told philosophy. It is built on its core belief that brand truths can serve as a catalyst for generating powerful ideas that succeed because they help brands to play a meaningful role in people’s lives.

McCann Worldgroup is a leading global marketing services company with an integrated network of advertising agencies in over 120 countries. They have created some of the best-known and most iconic advertising campaigns of the last century. Today, their work helps brands become part of the popular culture across the world.

For their touching campaign for Greenpeace, they have set out to capture the environmental crisis faced by our planet, by commissioning a series of images that highlights the constant threats that the earth faces from human activity. It portrays how we as mankind have created an “imbalance” in our environment by our sheer greed and indulgence. They chose to use symbols of “yin” and “yang” to portray how off balance we really are today.

Another campaign that is distinguished by its brilliance promotes pet adoption with the tagline: “There’s always room for more. Adopt.” McCann relied on photographer Amol Jadhav and art director/retoucher Pranav Bhide who created a brilliant interpretation of that tagline by arranging their subjects to create an animal shape in the negative space between them. Then, using a very bright backlight and just enough fill from the front, they were able to capture the people and the animal shape in one image.

1 Commento su Truth Well Told

  1. Me encanta esta página. Los felicito… Saludos Ricardo González


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