News Limited Award School: City yoga

The world will never look the same.

Advertising Agency: JWT Sydney, Australia
Art Director: Richard Apps
Copywriter: Ben O'Brien
Designer: Nima Idelkhani
Photographer: Sean Izzard
Published: January 2009

News Limited AWARD School is an education course for aspiring creatives, run by the Australian Writers and Art Directors Association.

17 comments

creativeflagg's picture
creativeflagg
48 pencils

I think the one with the feet in the sand would work better if the feet got lighter and lighter as they walked on. Right now it doesn't make as much sense but I like it because it's true.

short shorts's picture
short shorts
109 pencils

I'm with you. It works as it does, because the footsteps convey activity and exercise, but more shallow footsteps would be even more impactful.

http://shortshorts.tumblr.com/

ivan's picture
ivan

This is so true. This is the mindset a creative has to achieve to be able to come up with great ideas. You must start seeing an idea everywhere...

Ivan Raszl, admin of AotW

Guest's picture
Guest

That is why creatives don´t get paid as much as they should, because people think all it takes to become one it´s as easy as watching a dog licking it´s own balls.

Guest's picture
Guest

Amen to that.....

Guest's picture
Guest

Amen to that...

Guest's picture
Guest

tHat´s why creatives don´t get payd as much as they should, cause people think that all it takes to become one is to see a dog licking it´s own balls.

Guest's picture
Guest

Lovely AWARD School insight / feel... with a bit of Gruen for good measure.

Chunk's picture
Chunk
32 pencils

Really nice.

Guest's picture
Guest

Really lovely insight. I like how the idea involves the reader in how a creative course might change the way they see things. That feels inspiring.
And what do you mean creative don't get paid as much....as much as who?

Guest's picture
Guest

Very good.

Guest's picture
Guest

Nice. Like the idea but the line 'the world will never look the same' is weak. Really weak. It's constipated, doesn't exactly roll off the tongue. Too melodramatic, self-important. A bit grandiose. And it's just too long - Seven words is way too long for an endline.

How would I have done it?

'SEE IDEAS IN EVERYDAY LIFE'

Much better. If you were to ask 100 creatives what is better

'The world will never look the same' or 'see ideas in everyday life', I guarantee most would opt for 'see ideas in everyday life'. It's better, nicer, shorter.

BUt nice campaign though. Well done Richard.

Guest's picture
Guest

I don't agree. Your line simply describes the visual. "The world will never look the same" describes the feeling. Well done Ben.

Guest's picture
Guest

done for AAA SCHOOL OF ADVERTISING YEARS AGO IN SOUTH AFRICA, A VERY POPULAR CAMPAIGN, DONE BETTER THAN THIS!

pork_eater's picture
pork_eater
664 pencils
Guest's picture
Guest

done it! done it and done it!

bobthebuilder's picture
bobthebuilder
57 pencils

BEEN done by Jupiter Drawing Room and won at One Show about six years ago!

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