D&AD – The Copy Book
Client: D&AD
Product: The Copy Book (Revised Edition)
SMP: Award-Winning Material
Target Market: Students & Copywriters
Media: 2x Posters + 2x A4 Adverts in Advertising Annuals
Copywriter: Rob Voortman
We were given a student competition as this brief by D&AD for their new edition of ‘The Copy Book’. A very different brief as advertising is so very visual these days and relies strongly on the visual to bring the message across, which makes sense in a way because of the amount of emotion and understanding a visual can give the consumer, and also the amount of time it takes them to absorb it. On the other hand, copy is getting less and less, so this was quite a challenging brief in terms of layout and also the amount of copy in the beginning, which was then cut down to eventually what it is now which still proved challenging in terms of balance and sophistication.
Rob and I decided to take a different approach to this topic and go for a more tongue in cheek approach towards mediocrity and how much more better you can become, and how this book will help you get there, rather than the classical approach of trying to highlight the features of the book or show quotes from famous writers etc etc etc. Visuals were allowed for this brief, but we went for a full copy layout as the book is about copywriting, so using a visual to sell this book in my opinion is just cheating the whole point of the book and what pure, genius copywriting is about!
View the campaign below.
