It was during a visit to Amsterdam that I first heard word of interview confirmation for the placement – Thursday 29th March at 14:00. It gave me 2 days to prepare.
I arrived at the Old Glendale Pub just off Shields Road, Newcastle and set about searching for “a black door”. Nestled discreetly above Gorman’s Fish & Chip shop was the Danielle Dunn Creative Agency. Account manager Kate was my interviewer and I set about outlining the modules I had worked on as part of the FdA Creative Advertising course, and pulled a few bits and bobs out of my portfolio as examples. I felt it went well.
Ideally, It would have been nice to have created a portfolio specifically for interview so as to showcase the best of my work, however being only 6 months into a two year course, and with work still held at college for assessment, I didn’t have much to hand.
At 18:00 that day, I received a phone call from Kate. DDCA had offered me the placement and asked if I could start that following Monday. What a fantastic opportunity! Suddenly it dawned on me: 14 hours a week at college, 35 hours a week at work, and now 16 hours a week at DDCA – I was going to be a busy bee.
“THE TROUBLE IS THEY TASTE TOO GOOD” – JWT, SYDNEY, AUSTRALIA
I still find that the best advertising is that which hits as many senses as possible in one go. This AdShel for Crunchy Nut cornflakes attracts the consumer with its vibrant yellow colour and also the light radiating from the border. A simple product package accompanies the headline, but what is clever is the use of the spoons protruding from the Perspex. It entices the consumer to approach the AdShel and touch it, which effectively would count as interaction. By interacting with a product, I feel the consumers are more likely to remember it and want to try it for themselves.
This print ad for ‘Sharpie – Ultra Fine Point’ is a visually intriguing way of capturing the function of the product.
The simplicity of the image in the foreground grabs our attention first, and then we see the subject matter out of focus behind it. This use of perspective allows our attention to remain on the product in hand. The eye begins scanning over the easel and we begin to appreciate the finer details. At this point, we notice that the easel is made from matchsticks. Suddenly there is a whole new perspective to this image and we appreciate the scale of the subject. We relate that scale to the product (the Sharpie) and begin to appreciate its unique selling point.
In my opinion, Giovanni+Draftfcb have provided a light-hearted print ad with a recurring theme of perspective. I find it interesting and intriguing: it makes me want to know more.
In a 1977 interview, Bill Bernbach, co-founder of the DDB Agency, suggested that the future of advertising would be the same 100 years on regardless of technological advances or mechanical devices –
“That little thing of sitting by yourself and getting an idea is far important than all the technology in the world.” –
I agree with this statement on the basis that no machine invented has the power to think independently or generate ideas. Although the execution of a great idea is important, the processes that lead to that idea are just as important.
For some campaigns, a picture really can paint a thousands words. Here are some examples of adverts that rely on the visual to communicate their message.