The Times: Rugby, 7

Time it's in a rush. My fingers, deep into my palms... tick... deeper.
Tock... tighter. Then it happens. The first blinding try.
The Times. Official Media Partner Of The Emirates Airlines Dubai Rugby Sevens. Dec 3-5, 2009.

Advertising Agency: JWT Dubai, UAE
Creative Director: Chafic Haddad
Art Director: Layan Aziz
Copywriter: D V Hari Krishna
Account Head: Prabhakar Iyer
Published: December 2009

Related videos by Shutterstock

12 comments

Hibon's picture
Hibon
3731 pencils

Today "archive" looks more of a artist gallery ad work... and the "forum" of a advertising agencies work. I love these illustrations but i already forgotten what this is for.

Simple ideas are the best !

satrianee's picture
satrianee
3748 pencils

Beautiful illustrations and fine copy... Maybe it would be better if the brand would be a little more legible -thus remembarable (colored maybe).

thedesignaddict's picture
thedesignaddict
5364 pencils

Very nicely art directed. I do agree with Satrianne; the logo needs to have more emphasis. If people are going to take the time to read the long copy you should reward them with a quick payoff.

Qwerty's picture
Qwerty
96 pencils

As for "beefing" is not for nice. Slant it on to for read now. Smell on the curbing tops.
Liking and cooing!

hermotsura's picture
hermotsura
254 pencils

guys, that stuff on the bottom is completely lost. i had to look three times before i could make out what's what. nobody's gonna make the effort.

I like the copy, tho i think that more could be done with the dynamics of it - it's got a few great lines that could be explored typografically to create a better, stronger visual. also, to be honest i'm not quite happy with the typography execution: it seems a bit random, liKe TeEnaGerS wRItINg liKe iDioTs... i am trying to see the hierarchy but it's like they tried to give all the words the same status, and by some mistake a few got smaller in the way.

this particular visual is, in my opinion, quite mediocre. reminds me of roman statues and dust, not of robust young sportsmen. besides, i don't see a reason why the whole poster/ad is so wishy-washy. some color would be nice

lynz's picture
lynz
104 pencils

I completely agree. The logo is completely lost and I didn't try three times, I just couldn't read it! I feel that they forced the logo and call to action, and were determined to make it work with the visual. I love rugby, have been to the the sevens a couple of times and this look doesn't really reflect the event or excitement what so ever. I realise that this is an ad for the times, but at a first glance I didn't think it was an ad for this at all.

Phil Lestino's picture
Phil Lestino
1672 pencils

Tick deeper tock tighter???????
I'm sorry I think the copy is absolute twaddle..
Then it happens...thank god for that...the suspense leading to that 'blinding' try
was....Tick harder, tock longer killing me!

xcreativity's picture
xcreativity
2374 pencils

good typography, fucked up copy content. and the concept is like wtf?

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

whatthefudge's picture
whatthefudge
1268 pencils

Jeez... The copy describes what goes through one's mind in the beginning of a match. The tension, you know. The concept is quite clear: Times is a media partner for this rugby event. It says so in the bottom right corner.

hufflepoff's picture
hufflepoff
430 pencils

I like this!

Ensamblador's picture
Ensamblador
237 pencils

I like it very much, but agree with satrianee about the brand.

tchifi's picture
tchifi
164 pencils

Beautiful art ! what's the brand again ?!

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments