Fairfax/The Sydney Morning Herald: Size Change

Promotion of the change in size of the Business and Sports Sections of The Sydney Morning Herald.

Advertising Agency: Whybin/TBWA/Tequila, Sydney, Australia
Executive Creative Director: Garry Horner
Creative Director: Matt Kemsley
Art Director: Janelle Shearer
Copywriter: Joe Craig
Producer: Jessie Williams
Photographer: Ben Rollison / StudioGo

19 comments

Guest's picture
Guest

Simple. Good.

tirthomitro's picture
tirthomitro
2724 pencils

cool!!

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture
Guest

it's kind of funny but it's still a non-starter argument. I don't purchase a newspaper to see more around it, I purchase a newspaper to get the information within it. this is a negative you are highlighting and you didn't turn it into a positive, though you tried. you just made the negative kind of funny.

but: a kick to the groin -while funny- still sucks when you are the one being kicked.

old monk's picture
old monk
23 pencils

gimmicy communication dont last long.

Juan Cabral's picture
Juan Cabral
709 pencils

Ok. Efficient, but never for awards.

***
http://ad-genius.blogspot.com/
Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

mrckais's picture
mrckais
415 pencils

sometimes ad's goal is not an award

mrckais

Guest's picture
Guest

si sos Juan Cabral? porque todos tus comentarios en las piezas han sido como hechos por un man con un ego.... mejor dicho, no me imaginaba que vos fueras así.

gravity's picture
gravity
181 pencils

nice...

federo's picture
federo
781 pencils

yeah, good use of the media, clever and nice

Guest's picture
Guest

Desde ayer estoy viendo comentarios de Juan Cabral? sí sos vos? porque los comentarios son de alguien que no sé si seás vos... muy subidito el ego me parece. Pensé que eras diferente.

silvi's picture
silvi
4172 pencils

Never for award. But the mission of a good ad most be selling, not winning awards.
I think this piece sells.

ricklongo's picture
ricklongo
1244 pencils

It does sell. The diminute size here is definitely a strong attribute.

krautland's picture
krautland
3225 pencils

are you nuts? a decrease in size is not a selling point. it's less for the same money. they are calling attention to the fact that the consumer is being screwed over. only a failed business-school wanker could say "it does sell" to this.

Guest's picture
Guest

Good idea however would have been better not to have the arms in the shot. The user would have become the person sitting. Looks weird with four arms.

Sydney based jake's picture
Sydney based jake
115 pencils

its so clean and brilliant, great job.

Guest's picture
Guest

funny

hagemony's picture
hagemony
335 pencils

thumbs!

Guest's picture
Guest

Decrease in size is not a negative point. The papers height and width are reduced but it is then thicker. It is easier to read, and turn pages and makes the whole paper more rigid and easier to use. Great advertising.

metis's picture
metis
413 pencils

I hate large papers, they're just so annoying to hold - but it terms of getting the message across -fantastic and simple, well done.

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