Mother must try harder.

Every time I see this poster it annoys me. I keep wanting to change the headline to:

100% out. Zero in.

100% OUT. ZERO IN?

To me, it would still explicitly say that the athlete has given her all, but now it has a paradox which results in a ‘smile in the mind.’

I wrongly assumed it was produced by some provincial shop who don’t know the first thing about creativity in advertising. So I was shocked, nay stunned, to find out it was actually produced by those mothers at Mother.

Now, I’m a massive fan of Mother’s work. Well, most of it. But not this one. It’s about as mediocre as you can get. Come on, Mam. Must try harder.

The Economist

When times are tough, the tough get thinking.

Credits: Me.

The Reader Organisation

Original

New and improved

http://thereader.org.uk/

In one of my original posts, I put up a copy of this ad I did for The Reader Organisation. (Left.) After much consultation and pints of Guinness with my mate, Markham, (Markham R. Smith, copywriter extraordinaire), he suggested the alternative headline which ends the ad on a positive rather than a negative. Cheers, mate.

Credits:

Agency: ICE

Creative Director: David Milligan-Croft

Concept: David Milligan-Croft

Copywriters: Markham Smith, David Milligan-Croft

Art Director: David Milligan-Croft

Client: Jen Tomkins

Photography courtesy Oxford University Press

Smile in the mind design

http://www.exergian.com/

Pairing back the information until it’s almost abstract. A good example of ‘Smile in the mind’ design by Albert Exergian. You can see a lot more examples of TV prog posters on his website. I particularly like the Macgyver one…

Maximum meaning, minimum means

Abram Games poster

Went to see an amazing exhibition of the work of graphic designer, Abram Games at the Williamson Art Gallery on the Wirral.

His mantra of: ‘Maximum meaning, minimum means’ resonates with me personally in the way I like to art direct my own communications. The idea is king and the art direction/design should only serve to amplify the idea. Create windows, not wallpaper would be my own mantra.

In this example, he has used the equation we take for granted these days: problem + solution = smile in the mind. If we create communications that make us complete the circle in our minds then we are exercising our neural pathways. This, in turn, allows the message to get a foothold in our short-term memory bank.

(Unlike a flat ‘Buy xxxxx for only £1.99’ message, which will only stick in the memory if it is forced in there with a media budget the size of Hannibal’s battering ram. There is no persuasion – only information.)

In the majority of Games’ work there is an idea. A simple idea that engages the consumer in a dialogue rather then a monologue.

The work is refreshing, beautiful and has transcended from advertising into art. If you can’t get the opportunity to visit the exhibition, you can see more of his work on the links below.

http://www.wirral.gov.uk/LGCL/100009/200070/1017/content_0000523.html

http://www.abramgames.com

http://www.abramgamesposters.com