From Pragmatic To Provocative. A Gutsy Upgrade For International Award Show.

Jonathan Butts
President and Executive Creative Director

BlackWing Creative just launched a daring new website and social media campaign for one the world’s most respected marketing competitions — The International Caples Awards.

Caples celebrates the work of the most courageous, creative practitioners in direct marketing. For the past three decades this competition has received thousands of entries from top agencies around the globe. And it happens to be the only international marketing show for creatives that is judged exclusively by top creative leaders.

Like many award shows that operate on shoe-string budgets, Caples had a utilitarian website. BlackWing volunteered to develop a site and promotional campaign that was truly representative of the audacious work that’s recognized by the competition.




Instant street cred well leveraged.

By using social media to call out top agencies and Creative Directors that won a Caples award in 2016, BlackWing is firing up a storm of social media conversations and friendly (or not so friendly) competitive banter.


The ability to tag agencies and creative leaders amps the visibility of social posts. And emotionally-charged phrases combined with challenging language increase the likelihood that the posts will be talked about and shared.

The new site and campaign launched on January 24th. And The Caples Call For Entries deadline is March 6th.