The Cage: In-laws
Advertising Agency: The Alchemy Partnership, Singapore
Creative Director: Alvin Wong Twei
Art Director: Agnes Lee
Copywriter: Omar Marks
Photographer: Sean Lee, Digital Cocoon
Published: June 2007
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7 Comments
really good! congrats
Nice copy to read, felt the payoff wasn't strong enough though.
Fail Harder.
Art director, please pay attention to the typography...
why whats wrong with it?
| Everartz |
It's all in caps, and the fonts are bold. But I'm not saying it shouldn't be in all upper case or it shouldn't be in bold, but it is risky; its pretty hard to read (who will treat the entire long copy ad in all upper case anyway?) and it might turn off the reader to read the entire copy, which I personally think the copy is not bad. It all comes down to crafting of the details like this, and it makes a lot of differences.
It's all in caps, and the fonts are bold. But I'm not saying it shouldn't be in all upper case or it shouldn't be in bold, but it is risky; its pretty hard to read (who will treat the entire long copy ad in all upper case anyway?) and it might turn off the reader to read the entire copy, which I personally think the copy is not bad. It all comes down to crafting of the details like this, and it makes a lot of differences.
A classic case of art direction not doing justice to, what would've been good copy.
mara