Client:

Olympus

The Judge's verdict

"A beautifully crafted, intelligent headline that works perfectly with the visual.  Which in this case is still possibly one of the most powerful images I've ever seen in an advertisement.  There's no way you could turn the page.  You're compelled to read on. And what's more, you're glad you did because you're then treated to some equally powerfully and beautifully crafted body copy.

"But what really clinches it for me, what makes this my favourite press ad of all time, is that it barely talks about Olympus cameras.  You don't feel you're being sold to.  There's the smallest reference at the very end of the body copy and then just a modest-sized logo.  But it's definitely "that Olympus ad" not "that ad for the Don McCullin exhibition".

"Press advertising at it's finest.  I wish I'd done it."