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- Agency: Ogilvy
- Location: Bogota
- Client: Ecofill Ink Cartridges
- Name: What good are C, M, and Y if you don’t have K?
- Category: Print
- Why I like it: In print advertising, one school of thought is that the attention span of a reader is extremely small, so you have to deliver your message immediately and with complete clarity. There’s nothing wrong with this, and most of the time it’s a very safe and smart bet. But the key is that you still need to hook them with something interesting – and yet most ads sacrifice interest for clarity, and everybody ends up losing. Every so often you see an ad that takes a different path: a risky two-tiered approach. The first stage is all “hook”, a visual puzzle that catches your eye and brings you forward for a closer look, where…after a bit of effort, the second layer of meaning/message is revealed, often with a twist. It’s a departure from the safe/direct approach, but it’s very rewarding when it works, as in the case for this campaign. The hook does its job, the visual reveal is delightful, and the message makes perfect sense and connects to the brand offering. Wonderfully done. Congrats to my colleagues in Ogilvy Colombia for this one!
* Long form copy ads are the old-school equivalent to this two tiered approach. The art direction brings you in, but you need to invest in reading the copy to get the full effect. Today this has increasingly gone out of style for a visually driven approach.