Creative Crackdown, Juice Print
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The fourth individual submission in our running series is up for your honest critique. Once again, our friends from Tequila (moniker TQLA\LA) TBWA\Chiat\Day’s in-house interactive shop, will be joining us to give their take on the work. We also welcome a new team from Merkley + Partners in NY (moniker M+P) to the growing list of heavy hitters peaking in on Denver’s creative. Here’s the set-up for this new print work from Juice Communications.
Juice recently picked up a new client, Globus. This represents some current work for this brand. The “Travel the Transforms” campaign hopes to compare the kind of enriching travel that Globus offers to the kind of escapes that are offered by all-inclusive resorts and cruise lines.
Account Director: Rene Doubleday
Copy: Jordan Sher/Ed Kleban
Art Direction: Jonathan Alsobrook
Clients: Steve Born/Kelley Maxwell
(Click the images for a bigger view.)
Comments
Mike King October 2, 2007
A bit old school, but I think
A bit old school, but I think the writing is really nice. Good work.
ESPI October 2, 2007
whats up w the kerning????
whats up w the kerning????
d October 3, 2007
You gotta fix the keerning
You gotta fix the keerning pronto.
Why are the words “buy” and “relive” so big?
The headline font is kind of boring. Clean and crisp, but kind of boring.
The idea of the little icons is fine. But starbucks is doing it better.
Where I have seen the headlines before:
http://www.cornerstoneglobalcruising.com/
http://www.fivestarhotelsandspas.com/
Overall, the art direction and headlines are nice and clean. But they don’t really sell the brand, they sell the travel industry.
No big idea here.
But they are nice looking.
Ed Kleban October 3, 2007
So I was going to defend the
So I was going to defend the work, but decided it should speak for itself.
The claim I have to respond to is plagerism.
I read the idea that the lines came from somewhere else and, frankly, in my old, addled way thought. “Shit. I read that line somewhere, then processed it, then spit it out as my own.”
But the blogger copied not just had the headline, he used the first three lines of copy too. And five star hotels and spas looks like an individual travel agents website—not some place we’d go looking for headlines.
These ads came out as trade ads a couple of weeks ago. In that a majority of Globus’s business comes thru that channel, the fact that the lines and the thoughts resonated so well with these folks that they put them on their website and included them in their blogger profile, well, seems like they might be working pretty well.
There, I feel better.
Hate the font. Despise the line. But there is nothing worse than “I’ve seen that before.”
d October 3, 2007
I think it’s more of “I’ve
I think it’s more of “I’ve seen variations of that line before”. And of course, that happens to even the very best of us. I was not tryinig to say the line was lifted from someone else. Sorry.
The line is great, don’t get me wrong. It just doesn’t seem like it sells the services of globus.
TQLALA October 3, 2007
Ads feel generic and don’t
Ads feel generic and don’t distinguish what makes Globus great. Writing is good. Travel that transforms is a cool idea and could have gone to a more interesting place instead of showing destination photos.
Mike King October 3, 2007
If its any consolation, I
If its any consolation, I like the second line more than the first.
David October 11, 2007
The “richer” pun is such an
The “richer” pun is such an 80’s groaner. I thought Denver had moved beyond this years and years ago. The second headline is better. Think harder.
RE October 16, 2007
While we’re at it.. how about
While we’re at it.. how about “you’ve been there a thousand times before in your mind, now go in person” ?
I like the parchment background. And yes.. the second line is better. Kerning in Travel.. yikes.. a formal ad like this deserves much more.. Mental note… teach young intern the art of kerning before December.
I looked at kerning and line spacing on body copy.. a few loose lines.. but you get points for no hypens or widows.. some time went into it for sure.. Come on Denver.. kern your type.. work with your type.. Remember that famous award-winning headline for a typehouse.. “when your type looks this good, it is your visual”… this should be the case with all type in all places of all communication.
Ohh.. I’d offset the centering on the last headline words of each execution too.. move them over just a hair to the right to visually center the word against the words above. Computer typesetting puts-in too much space with a period to look correct. Cheat it.. Massage it.. Make it dance.
Bowen Mendelson October 16, 2007
Do you really think that the
Do you really think that the average Joe knows what the hell kerning is? Lay off. Aren’t we in the business of ideas? Maybe if you quit kerning your way through life you might have friends or, someone to look at you naked.
The campaign is ok. As a traveler, going random places, using random money and going to the bathroom in foreign toilets is exciting. While there is a great sentiment in this campaign I wish that you got deeper inside the mind of a traveler, then wrote some kick ass lines. Good start.
Bowen Mendelson
Sr. Copywriter
Merkley and Partners NY