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A fun concept can work well in the right situation.

We just have to recognize the conditions that will make the most of a lighthearted approach. This ad ran in a trade publication for builders. Its audience was very familiar with the advertiser because of the many years BIA had placed ads in the same magazine. In such a situation, friendly readers already have a head start on understanding the message.
 

wolf2.jpgInstead of being puzzled, the unexpected headline and picture tantalizes them into guessing why painters, carpenters and wolves don't like brick even before they read the text. So, like brick, hard working concepts rarely corrode, rot, split, warp, dent or peel. And they're nearly impossible to blow down as the copy whimsically goes on to point out.

Creative functions:
Creative direction, art direction, design and headline writing*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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