PM_220208_p017 20/2/08 12:51 Page 17
February 22 2008 PrecisionMarketing 17
Creative Critique
Cordell Burke, executive creative director, TEQUILA\ London
The real world of direct communications versus the virtual one? Dimensional packs versus
flat packs? Thankfully, big ideas should be more important than big budgets. So let’s see
how these pieces of work stack up against each other.
Royal Mail – Proximity London
Art director: Duncan Gray – Copywriter: Marcus Iles
As conventional mail finds itself under increasing pressure from email, marketers need to find
unusual ways to stand out from the doormat clutter.
The ‘media owner’ and its agency have produced a sensory mailpack featuring a letter made
out of chocolate for business professionals, extolling the virtues of direct mail versus other media.
It takes a little time to get to the point of the mailing and there’s probably too many elements
detracting from its simplicity. However, it’s a strong idea, nicely put together. Delicious.
Visit Wales – Partners Andrews Aldridge
Art director: Carole Epplestone – Copywriter: Helen Sharp
The direct mail pack further asserts its tactile credentials with this Visit Wales
piece. The waterproof case outer helps to dramatise walking in autumn while
the main piece inside makes a clever use of the ‘footpath walking man’ icon
which takes you on a walk through the expanse of Wales.
Once you get past the awkwardness of extracting the main piece from its
outer, the pack opens up to become a poster featuring simple but effective
photography. It does its job extraordinarily well.
Mini Clubman – LIDA
Art director: Tim Styles – Copywriter: Nicky Bullard
Emails are not necessarily at the most creative end of the digital space but Mini’s warm
up and test drive emails attempt to make the most of the rave reviews for its latest
Clubman model.
Outline shapes morph to symbolise the attributes of the car and thankfully you don’t
have to do too much to get a sense of what it’s about. It’s refreshing to see a simple
idea among the constant wave of over art directed digital work.
Ford Focus – Wunderman
Creative director: Nigel Edginton-Vigus
The Drive of Your Life; The Ultimate Driving Machine; Made from lovely stuff;
car advertising like two-worded film titles continues its drive through the land
of superlatives. Ford Focus’ latest offering is ‘Beautifully Arranged’ and captures
its audience with a very simple piece that compares the Focus to an orchestra.
Although this has been familiar territory for many advertisers, this piece attempts
to stand out by supplying the recipient with a tipped-on plectrum. I guess this will
appeal to guitar players everywhere.
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49