To promote their audiobook line in India, Penguin has produced a series of posters featuring three famous authors from history, Mark Twain, William Shakespeare, and Oscar Wilde. The illustrations depict the authors contorted into the span of headphones positioned to quietly whisper into the ears of their listeners. There is no editorial, just the logo and the illustration. The visual is a powerful metaphor for the way the audiobook is consumed, and the intimacy in which it is consumed. In less than a week from the initial release, awareness of Penguin audiobooks increased by 15%. In addition 7% more audiobooks sold over the course of the following week. The Penguin campaign won a Gold Press Lion at Cannes International Festival of Creativity, and rightfully so. Great visuals make this campaign a success.
Fold Your Stains Away.
The video below shows a number of stop motion clips featuring a new ad campaign for Tide. The ads are double page spreads that feature an illustration with a large color blob on it. The blob folds up like a piece of origami to reveal the Tide logo which integrates back into the original illustration.
When I first saw the video I was pretty impressed with the innovative approach, requiring user interaction with the ad. Most print based campaigns are fairly passive experiences, and this is the kind of interaction that leaves a memorable impression with the participant. The one question I had, was with the minimal amount of instruction on the page would the reader know to fold up the “stain”?, or would they skip past it not seeing the call to action? The instruction looks like a single line of copy “Fold Here” with a thin line showing where to fold the stain up. Once you begin, arrows and lines direct you on where to, and the direction to fold.
It’s a great idea, but I’m not sure readers would get it. I’d really like to see what kind of results this campaign received in the end.
Agency: Leo Burnett, Mumbai, India
Creative Director: KV Sridhar
Art Director: Ganesh Nayak
Designer: Sadanand Narvekar
Illustrators: Nishikant Palande, Priyanka Chavan, Pranali Bhogale,Ganesh Nayak
Stir Sets the Tone for British Auto Service.
Milwaukee based design firm Stir, has stirred things up with its latest print campaign for British Auto Service. The campaign is a series of posters featuring desaturated images classic English rides against tonal distressed backgrounds. Paired with clever editorial each poster looks as though it has been hanging on the wall of a garage for decades. Like the vintage cars that are featured here, each poster is worn, scuffed, faded, and torn.
From a visual design perspective the designers have created a couple very nice visual tricks as well. If you look at these, you notice that the fold across the center of the poster, creates a false horizon line grounding the vehicle in space on 4 of the posters. In addition, the radiant lines that emerge from behind each car draw your eye into the center of the page, and visually connect you to the editorial at the top, and the company name at the bottom.
Really nice stuff guys.