Economist
Very interesting to see that the Economist has changed their advertising capaign from the classic red background with white copy to an illustrated version.
“The success of the ‘white out of red’ campaign was based on the idea of feeling that you were a member of a club. This is an attempt to broaden the appeal of that club and engage with a new audience,†says AMV’s Paul Cohen, art director on the new campaign. “The Economist is not changing the magazine in any way but they do believe that there’s a new, perhaps younger, group who would be interested in it.â€
Agency: AMV.BBDO
Found at: CreativeReview
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October 3rd, 2007 at 12:18 pm
Good concepts. Great execution.
From a design standpoint I really like the typography on the Curiousity ad. ‘Building’ the headline to illustrate the point in this case is very effective. Well done.
October 3rd, 2007 at 2:20 pm
It think they are very creative and stimulating. Good update to their ads.
October 3rd, 2007 at 2:49 pm
If I may, here are four more execution from the same campaign:
http://adsoftheworld.com/media/print/the_economist_knitting
http://adsoftheworld.com/media/print/the_economist_butterflies
http://adsoftheworld.com/media/print/the_economist_global
http://adsoftheworld.com/media/print/the_economist_6yr_old
October 3rd, 2007 at 3:11 pm
its tough to do an economist ad well. Economist is a brand that everyone knows in advertising classes around united states as a great brand. I like these new ones. But their not pushing the envelope, just visually continuing it. Good work.
Joseph
October 3rd, 2007 at 3:55 pm
nice art direction & typography
I think the art director is right,
these ads make new & younger group interesting in the magazine
October 3rd, 2007 at 4:59 pm
Very creative ! Nice illustrations and typography work !
October 4th, 2007 at 7:21 am
Hmmm I’m not so sure. It’s good, but imho not as memorable as the classic red-and-white copy ad campaign.
October 5th, 2007 at 1:29 am
[...] tone and attitude. The only thing retained from the past is the intelligence. (See the other ads here.) While I actually liked the old Economist materials, they were getting dated. And I suppose what [...]
October 5th, 2007 at 10:41 am
Hate it.
How very generic a message: Don’t follow the herd, don’t lose your curiosity. I feel like I’ve heard it a thousand times from a thousand different companies. The Economist is a dense, smart publication that requires a bit of commitment to appreciate. Dumbing down the ads won’t change that.
October 25th, 2007 at 8:51 pm
[...] estuve leyendoSpeakUp, muy recomendable por cierto, y de ahi llegue a Add Goodnes en el post de “The Economist” y su cambio de publicidad, pensada para captar un nuevo [...]
October 26th, 2007 at 4:00 am
Very creative ! Nice illustrations and typography work
October 31st, 2007 at 3:55 am
why change a perfectly good ad campaign?