This is the Ideator. It just goes to show that soon there will be an app for everyone’s job. You can check it out at: ideator.ca
Ideas at the click of a button!
Typefaces communicate just as much as the words themselves. As many art directors experience, choosing a font is one of the worst parts of designing as it is never perfect.
And no just for the record there is no Comic Sans on the table. For some reason that is one of the most hated fonts ever. The thing about Comic Sans is that is was created back in the 90s for Microsoft in a program called Microsoft Bob. It was during the days when computer screens were pixelated and the fonts were aliased. This actually made Comic Sans very legible on screens. Actually better than most accepted fonts, like Garamond.
Here is a video buy Vsauce explaining that and more. Vsauce is a great YouTube channel about everything nerdy.
Eric Kallman and Craig Allen who are the brains behind some of the greatest ads today. Currently Eric is now at Barton F. Graf 9000 in New York (bartonfgraf9000.com), while Craig is still at Wieden + Kennedy (wk.com). Most notably they worked on Skittles and Old Spice together.
It is interesting to see how a great Writer/Art Director work together.
Check out her website at IfWeAreTheWorld.com
The Economist through the years has had many excellent copywriters create brilliant ads for them. It’s only fitting that for this newspaper they have predominately copy driven ads. The strategy behind the campaign is a simple one, and over the last few decades it has remained the same.
The aspect about this campaign that I admire the most as a writer is how each ad (and this is only a small sample) not only communicates the strategy, but it is that each ad represents the magazine so well. The Economist “explains the world” as they put it. When ever reading their magazine they isolate the facts that are necessary to know. They never get caught up in the drama. As for the plug ad, this further represents how The Economist understands that each country/region of the world is different, and a one size fits all mindset to world politics or business does not work.
Some of the copywriters who have worked on these campaigns are: David Abbott (“I never read The Economist” Management Trainee. Aged 42). Nigel Roberts which isn’t listed here, but similar to Abbott’s, it reads: Does anyone ever ask for your opinion? No, not you, that guy behind you. Tim Riley is another. He wrote several notable ads for The Economist (Somebody mentions Jordan. You think of a Middle Eastern country with a 3.3% growth rate). Richard Foster who wrote: Why kiss ass when you can kick it. Sean Doyle with a simple E=iq.
Now those writers are only a small sample of those who have written copy for The Economist. It is one of those clients that every writer would love to have their their book. I certainly know I would.
One of the most awarded copywriters of all time, Tony Brignull discusses his approach to copywriting. It is curious to see that everyone’s creative process is different, but also doesn’t really change as new media enters our lives. Creativity is still creativity.
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