Copywriting

Cheil POPAI Advert


Brief:

Create a striking print advert for placement within a retail magazine
The advert should communicate the multi-disciplinary capabilities of the agency

Solution:

My thought process began with thinking about the benefits of our agency’s various capabilities. The conclusion I reached was that clients benefit from our ability to provide marketing value from many angles, and that this value is derived from the diversity of our workforce.

To channel this idea into an advert, I though about the idea of connection. While sketching, I drew various nodes connecting to one another, and that got me thinking about the dot to dot sketchbooks from my childhood.

These thoughts quickly led to the skeleton of the graphic being sketched out. Soon after, I came up with the headline “Business is better when you connect the dots”. This headline worked perfectly with its double meaning of:

  1. Connecting disparate parts to reach a solution (like a detective connecting clues)

  2. The literal reference to connecting dots within the graphic

Art Direction: A hand drawn sketchy treatment was applied to enhance the dot to dot aesthetic.

Art Direction: A hand drawn sketchy treatment was applied to enhance the dot to dot aesthetic.