The 2024 Bridgeman Creative Awards celebrated outstanding creativity and innovation in both print and digital campaigns. In the Print category, Jonathan Fecola and Agnese Bernaus from Italy won for their campaign "Pollution on Canvas," which cleverly utilized historical artworks to highlight the long-standing presence of pollution. In the Digital category, Giulia Premarini and Giulia Ranza, also from Italy, triumphed with "The Full Picture," a groundbreaking initiative that used AI to reimagine classic artworks with a more inclusive representation. Additionally, "The Art of Prevention," a campaign focused on health awareness, received an honourable mention for its creative approach to promoting preventive urological examinations.
Winner
"Pollution on Canvas" masterfully intertwines historical art with a contemporary message. During their research, Fecola and Bernaus discovered that iconic 19th-century painters such as Claude Monet and William Turner depicted smog in their landscapes. Often mistaken for fog or mist, this revelation formed the crux of their campaign, emphasising that the signs of climate change have been visible for centuries.
The campaign features four meticulously chosen prints by Monet and Turner, each accompanied by insightful messages that reveal the hidden pollution in these classic works. The selected paintings include Monet's "Impression, Soleil Levant" (1872) and "The Houses of Parliament, London" (1904), alongside Turner's "Rain Steam and Speed, The Great Western Railway" (1844) and "Inverary Pier, Loch Fyne, morning" (1840-1850).
The judges were particularly impressed with the campaign's clear concept and clever use of art. They noted that while the headline could be punchier, the overall idea was simple yet profound, making effective use of historical artwork to convey a pressing modern issue. The integration of classic art with the theme of climate change not only makes one think but also provides a fresh perspective on these well-known pieces.
The response to "Pollution on Canvas" builds insight into the ongoing impact of pollution, with a message that is both clear and compelling. The depiction of smoke in the imagery, juxtaposed with the realisation that these effects have long been observed, conveys a powerful call to action against climate change. The campaign's ability to blend a historical context with a current environmental challenge left a lasting impression on the judges, solidifying its place as the winner.
"We are truly honoured and proud to receive this award because we feel part of a generation with a big responsibility. That is, to take action to improve the future of our planet." - Jonathan & Agnese
Johnathan Fecola (Italy), Agnese Bernaus (Italy)
Digital
Winner
"The Full Picture" addresses a significant gap in historical art representation. Recognising that the world’s most famous paintings predominantly feature white cis-gender men, Premarini and Ranza set out to correct this imbalance. Their campaign leverages the power of AI to reimagine classic artworks, incorporating minorities who have historically been underrepresented.
The core idea behind "The Full Picture" is both insightful and groundbreaking. By starting with iconic paintings from the Bridgeman Images archive, the team developed and employed AI tools to extend these scenes, including minorities engaged in period-appropriate activities. This not only enriches the narrative of the original artwork but also provides a reimagined, more inclusive, depiction of society during those times.
Execution of this idea is both digitally robust and socially impactful. The campaign was also imagined to include an interactive in-real-life (IRL) component: QR codes placed next to the original paintings in museums. Scanning these codes allows visitors to navigate the extended artwork via augmented reality (AR), blending the digital and physical art experiences seamlessly.
The judges praised "The Full Picture" for its great insight and innovative use of AI, describing it as a smart and relevant application of technology. The campaign’s alignment with the themes of transformation, social change, and reinvention was particularly noted, marking it as a strong digital initiative that effectively addresses contemporary issues through the lens of historical art.
"As creatives, winning an award with a campaign that once again demonstrates the power of art in society is a great achievement. To do so with a use of AI that doesn't replace art but helps it expand into something more inclusive is an unprecedented achievement. We thank Bridgeman Images and the jury for choosing our work. Long live art!" - Giulia & Giulia
Giulia Premarini (Italy)
Giulia Ranza (Italy)
honourable mention
We are pleased to announce that "The Art of Prevention" has received a special honourable mention in both the Print and Digital categories for the 2024 Bridgeman Creative Awards.
"The Art of Prevention" addresses a critical health issue with creativity and insight. According to data from the Italian Society of Urology (SIU), a mere 10% to 20% of men undergo preventive urological examinations, with most only seeking medical advice when facing severe health issues. This campaign aims to transform the perception of preventive health checks, particularly focusing on prostate cancer.
The campaign centres on the raised index finger, a gesture often associated with the dreaded urological checkup. By glorifying and demythologizing this gesture, "The Art of Prevention" turns it into a symbol of health and awareness. Historical artworks featuring this gesture are repurposed, with a blue bow added to the raised index finger of male figures, symbolising prostate cancer prevention.
This multi-subject KeyVisual approach includes a diverse range of male figures from different ages, occupations, and social standings, all unified by the common message of health awareness. The judges appreciated the great use of art and the interesting focus on the finger as a symbol. They noted that the campaign was having fun with the art and provided a good starting point. The tone of the campaign was also highlighted as being well-targeted and engaging for the intended audience.
"The Art of Prevention" was conceptualised to be distributed across various communication platforms, including social media, websites, and out-of-home (OOH) advertising, ensuring broad coverage and increased public awareness. By leveraging iconic art and a universally recognised symbol, this campaign concept successfully raises awareness about the importance of preventive health measures and early detection of diseases.
Erika Facchini (Italy), Edoardo Villa (Italy), Stefania Sacchetto (Italy)
