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
Comments
Simple. Good.
cool!!
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.
gimmicy communication dont last long.
It communicates the change of the size of the newspaper. Why should this message last long?
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!
sometimes ad's goal is not an award
mrckais
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.
nice...
yeah, good use of the media, clever and nice
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.
Never for award. But the mission of a good ad most be selling, not winning awards.
I think this piece sells.
It does sell. The diminute size here is definitely a strong attribute.
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.
Think a bit more. If you still don't find any advantage of smaller paper size, go back and think even more.
Tip: this ad should help to find the solution.
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.
Good point.
its so clean and brilliant, great job.
funny
thumbs!
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.
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