Butter Rum Pie

Fight Cancer

Butter rum pie could be the cure for cancer. If you bake it, sell it and donate the funds to cancer research. This print ad for Fight Cancer explains how to do it. We made it logoless and gave it an editorial feel to draw readers in and drive the strange headline home in a memorable way.

Butter rum pie won the Volkrant Creative Press Challenge. Beating over 80 entries from agencies like W+K, DDB and TBWA. The ad was published, promoted and send off to Cannes. Below are some lovely words from the jury.

“The winner is a class act. It delivers a very provocative message in a simple and elegant way. It does not shout but it goes straight to the brain and the heart. ”

– Carlo Cavalone, CCO, 72andSunny

“This is our winner. The heading encourages readers to keep reading. Then the copy shows how easy it actually is to contribute to Fight Cancer.” 

– Limore Noah, Director, Fight Cancer

“I can imagine the winning ad at Cannes Lions. Its classic look reminds me of the famous copy ads. The bright idea is made modern by the execution. ” 

– Darre van Dijk, CCO, TBWA\Neboko


Agency: J. Walter Thompson Amsterdam

Copywriter: Leon Ragetlie

Art director: Gabriela Nouws

Creative director: Bas Korsten

Producer: Michael Leguyt

Photographer: Eddo Hartmann

Studio: Wim Sohl

Client: Limore Noah