Your daily dose of advertising awesomeness from around the world!
- Agency: Lowe
- Location: Cape Town
- Client: The Cape Times (newspaper)
- Name: “You can’t get any closer to the news”
- Category: Print, OOH
Why I like it: Brilliant. In general one should strive to create work that is original in every way, a uniquely singular idea. But if you can’t get there (and let’s face it, this is quite rare) what can also work really well is to take something very common…and put a unique and original spin on it. This way you benefit from the awareness of the former, and the impact of the latter. In this campaign, the message of “bringing you close to the news” is delivered in a way that is clever, playful, accessible and…so simple and obvious ( another sign that you may have struck creative gold: if the reaction is “wow…that’s a cool twist!…but…it’s so simple, so obvious…someone must have done it before!” Once you check and realize that it actually hasn’t been done at all…run with it before someone else does it!). Good stuff from our friends in Cape Town!