Home Based Business

ONE OF MANY IN A GREAT LINE OF GREAT ADS FOR THE ECONOMIST

When it comes to great advertising campaigns few have reached the advertising folklore dizzy heights of The Economist. In a continued campaign developed on a simple idea the brand has grown into one of the most recognized in the world. The brand has owned the solid red background and challenges the reader to understand the ad which at first looks very ordinary and plain. Creative ads are like telling a joke but you leave the punch line for the consumer to make themselves. And few campaigns have done it better than The Economist.

The best campaigns are not the single ad but the ones that are translated across all media and continue the brand idea whilst still but fresh according to the media that is being used. Check out the outdoor campaign below. The idea of a light bulb with a sensor that comes on when someone walks underneath as if an idea has just occurred is simply brilliant. I was asked recently when I judge creative work either in an agency or for award shows what is my criteria. You have the basics of art direction, copywriting, concept and brand evolution along things like is it engaging, unique to the category, relevant to the desired target audience and an acceptable promise from the brand. But mostly when the thought I wish I had thought of that comes to your mind, its pretty much a winner.

Translated across all medias