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17 comments

juliangray's picture
juliangray
987 pencils

im sorry but i dont see "words matter" in the idea, its more something like "order matter" or "the order of elements affects the outcome".

Its a shame because i like both the idea and the slogan but they dont connect with each other.

GnmSly's picture
GnmSly
122 pencils

see it twice, so.

jonybeta's picture
jonybeta
364 pencils

I love it!, love the slogan.
http://micorazontusmanos.blogspot.com/

Jonathan Betancur
rockvertising.com
twitter.com/jonybeta

ivan's picture
ivan

I think works well in real life when you see the animation.

View Ivan Raszl's profile on LinkedIn

Ivan Raszl, admin of AotW

absoluties's picture
absoluties
504 pencils

I get mixed messages, as if they're trying to twist the words to fit there concept. But isn't a newspaper about telling the REALity, not twisting it?

GnmSly's picture
GnmSly
122 pencils

a newspaper is about telling stories.
this execution rocks, because with 3 simple words, they cover most of the news we have in the papers : showbusiness, war , religion, etc.
it's useless to spend your time tracking what's wrong in people's work, I don't know those guys, but just enjoy, man !

teenie's picture
teenie
1894 pencils

You have to understand, too, that this is just one part of a HUGE campaign - TV, radio, print ads all over the place. They all play on the order of the words, so this one execution will strike people as yet another clever way of using the campaign. This campaign's won a lot of awards.

Cron187's picture
Cron187
553 pencils

Do you have a link to the other work?

artdirectoredwardbutstudiovisualizer's picture
artdirectoredwa...
136 pencils

Aha ... aha ... ha.

ManchuChanchu's picture
ManchuChanchu
701 pencils

i really like this

supersupergirl's picture
supersupergirl
294 pencils

i think it is fantastic because it portrays so beautifully the power of words. With just one word you get to see an entire picture in your head. and that is the power of a good newspaper... brilliant

labus's picture
labus
16 pencils

oh my got!

capywriter's picture
capywriter
5511 pencils

Ok ok... I've been looking at it for several minutes, trying to find an explanation that makes the slogan go perfectly with the displayed words (because my first reaction was also that it's more about the order of letters that matter, not words...) But I think I got it now: with the same letters you can make different words, completely different in meaning. What they are saying is that every word written by the Gazette is well-considered, not just any combination of those letters... or am I digging to deep here? :)

iT-iS-i's picture
iT-iS-i
1721 pencils

Heh-heh, they forgot LEVIS.

iT-iS-i, like an upside down ! mark.

:: Put your ears against the ground so i can walk over what you heard::

itch's picture
itch
806 pencils

and they forgot EVILS too :P

* it's not how good you are. it's how good you want it to be *

xhp's picture
xhp
543 pencils

they have done words games many times ... this one isnt the best ... but good anyway

Tinglow's picture
Tinglow
614 pencils

Done done done.
By JWT chennai for Levis detachables.

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