Rugby, 7

Agency Network: 
December 2009

Print advertisment created by JWT, United Arab Emirates for The Times, within the category: Media.

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

Comments (12)

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Hibon's picture
Activity Score 3736

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
Activity Score 3748

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
Activity Score 5403

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
Activity Score 96

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
Activity Score 254

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
Activity Score 104

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
Activity Score 1684

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
Activity Score 2374

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

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Alexandre Brito
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whatthefudge's picture
Activity Score 1266

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
Activity Score 430

I like this!

Ensamblador's picture
Activity Score 239

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

tchifi's picture
Activity Score 164

Beautiful art ! what's the brand again ?!