Size Change

October 2009

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

Print advertisment created by TBWA, Australia for The Sydney Morning Herald, within the category: Media.

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 (19)

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Highest Rated

metis's picture
Activity Score 413

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

Guest's picture

Simple. Good.

tirthomitro's picture
Activity Score 2758


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

Guest's picture

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
Activity Score 23

gimmicy communication dont last long.

Juan Cabral's picture
Juan Cabral
Activity Score 709

Ok. Efficient, but never for awards.

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
Activity Score 417

sometimes ad's goal is not an award


Guest's picture

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
Activity Score 181


federo's picture
Activity Score 781

yeah, good use of the media, clever and nice

Guest's picture

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
Activity Score 4172

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

ricklongo's picture
Activity Score 1244

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

krautland's picture
Activity Score 3216

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

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
Activity Score 115

its so clean and brilliant, great job.

Guest's picture


hagemony's picture
Activity Score 335


Guest's picture

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
Activity Score 413

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