While the majority of us are bootstrapping, penny-pinching and passing the days away in a state of doe-eyed hibernation, the smart ones in the bunch are heeding the advice we’ve all been pushing on our clients—that dark days are the time to promote the hardest. It’s when the cream rises.
Denver copywriter Jordan Sher has embraced this philosophy full-bore with a new promotion he’s developed—built around the theme “My Head Full of Ideas.” The effort includes a new web presence made extra enticing with design and illustration from Hero Design Studio’s Shaw Nielsen and development by Creative Gale.
The promo campaign also includes a direct mail component—old, used, classic books (“Old Man and the Sea”, “One Flew Over the Cuckoo’s Nest” etc.) wrapped with a belly band and holding a bookmark with Jordan’s head sticking out the top of the book. The print pieces, developed in concert with Hero Design Studio, are being distributed to Denver’s advertising and design CDs.
What is the Tap Project? In 2007, the Tap Project was born in New York City based on a simple concept: restaurants would ask their patrons to donate $1 or more for the tap water they usually enjoy for free, and all funds raised would support UNICEF’s efforts to bring clean and accessible water to millions of children around the world.
Growing from just 300 New York City restaurants in 2007 to over 2,300 across the country in 2008, the Tap Project has quickly grown into a national movement. Restaurants, corporations, volunteers, advertising agencies, community groups, local governments and everyday diners participated to save millions of children’s lives.
Who’s involved creatively?
Agencies across the globe have donated their time and creative genius to the campaign, including Droga5, Saatchi & Saatchi, Hill Holliday, Energy BBDO, Publicis Mid America, TBWA/Chiat/Day, Trumpet, Fishtank, Goodby, Silverstein & Partners, Cargo, Publicis West, Nonbox, VCU Brandcenter, U1 Design, R&R Partners, BYU Adlab, GMMB, Empower Media Marketing, PopuliCom, Grupo Gallegos and Casanova.
Because of the brilliant work Denver’s Sukle Advertising & Design has done for Denver Water, they’ve been invited to be the agency that develops the version of the campaign for the Denver/Boulder region. Here it is.
Name: Jonathan Jaynes Specialty: User Interface, Interaction Design Why Hire Me: I am an accomplished interface, interaction and experience designer with a passion for balancing beauty, innovation and usability. I have over ten years of experience leading, inspiring and managing interdisciplinary design teams on complex, rewarding and successful design projects. I am wildly creative and obsessively meticulous. Contact Me: jonathan_jaynes[at]yahoo.com
Have to be honest here, we’re thinking of filing these under the “few nice lines, shame about the art direction” category. Once again, Jim Glynn has produced some pithy copy, although some lines aren’t as strong as others…why have six ads when four will do?
However, the art direction here seems to be a first thought, and really doesn’t do much for the campaign. Great ads have the copy and image working in tandem, but here the visuals aren’t necessary. It’s a case of seeing and saying at the same time. The copy works without them, and in this case, the art direction often makes the type difficult to read, especially in the ad about the dryer. Overall, it just feels a bit dated and unoriginal. Drop shadows? Helvetica Neue?
When the headlines are the focus of a campaign, which is rare these days, the art direction needs to support them. Whether it’s flat color with some simple line illustration, or some fabulous typography, the headlines (some of them anyway) deserve a little better than this. But we still love you Sukle. We do.